HOYA Lens Australia has announced its partnership with Optometry Australia’s Myopia Awareness Campaign.
A press release from the company said the initiative aimed to raise awareness about the growing issue of myopia in children, its increasing impact on Australian communities and providing accessible solutions such as the MiYOSMART lenses that use the specialised D.I.M.S. Technology to provide 60% reduction in progression of myopia.
The campaign will launch on 7 April, 2025 with HOYA Vision Care as the Diamond sponsor, underscoring its global commitment to tackling the rising prevalence of myopia and developing innovative solutions to protect children’s vision health, the release said.
By 2050, an estimated 5 billion people, or half of the world’s population, could have myopia. The progression rate of myopia is particularly rapid in children under 10 years old, with the condition’s prevalence in Australia rising annually.
The Optometry Australia Myopia Awareness Campaign takes a two-pronged approach to engage both parents of young children and eyecare professionals.
The part of the campaign targeting Australian parents of young children will highlight the importance of regular eye health check-ups and preventive measures.
The company said the goal was to make eye exams as routine as dental check-ups, encouraging families to incorporate them into their regular healthcare regimen.
The local campaign, with the slogan “Off screens. Outside. Optometrist”, encourages parents to prioritise their children’s eye health by reducing screen time, increasing outdoor play, and scheduling regular eye exams with their optometrist.
Parents can learn more and find a local optometrist via Good Vision for Life.
The campaign further supports eyecare professionals, providing them with essential tools to educate families and implement effective myopia management strategies. A dedicated myopia microsite will offer downloadable resources, fact sheets, management guides, and videos designed to equip optometrists with the tools they need to excel in myopia care.
The company said that, to augment the Optometry Australia campaign, HOYA Lens Australia would launch its own MiYOSMART consumer campaign from May 2025, to further raise awareness of myopia and the importance of early treatment for children, and choose products backed by clinical evidence.
The MiYOSMART ‘Myopia Care for Kids’ campaign takes a proactive approach, encouraging parents to learn more about myopia and discuss early intervention with their eyecare professionals. This integrated campaign focuses on educating families and fostering action to slow myopia progression.
As part of the partnership, HOYA will collaborate with Optometry Australia to provide education and training at various events and clinical conferences.
The MiYOSMART campaign will officially launch in May 2025, with social media, digital ads, and in-store materials.
Both campaigns will be supported by the Good Vision for Life website, which provides vital information on myopia, its progression, and the best treatment options available.
Mr Craig Chick, managing director of HOYA Lens Australia, said: “We are incredibly proud to partner with Optometry Australia as the Diamond sponsor of this critical healthcare initiative in Australia.
“HOYA Vision Care remains dedicated to raising awareness of myopia and offering the best evidence-based solution in MiYOSMART. We are confident this campaign will lead to better health outcomes for patients.”
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