SAN RAMON, Calif.—CooperVision has unveiled a multi-faceted consumer and professional marketing campaign to protect children’s vision and advance myopia control education in the U.S. to kick off Vision Expo East 2023. The “Make Children’s Sight Your Fight” initiative is rooted in new CooperVision-commissioned U.S. parent and eyecare professional (ECP) research, which shows progress in strengthening awareness and action, while also spotlighting opportunities to do more. "Protecting children’s vision from getting worse as they grow is something that takes a community—parents, eyecare professionals, publishers, and so many others,” said Alex Wilkes, president, Americas, CooperVision.

“We want everyone to join us in this fight for early detection and intervention MiSight 1 day launched in the U.S. three years ago and created the fast-growing myopia control category, and CooperVision is once again leading the way to advance children’s eye health across the nation.”

New CooperVision research shows progress in strengthening awareness and action and emphasizes the critical nature of evidence-based early intervention. Industry data shows 65 percent of children aged 8-12 years who have myopia have a prescription between -0.50D and -2.00D.

With this information, CooperVision sees an opportunity to impact the lives of children in that age range with early intervention that can prevent the worsening of the disease. MiSight 1 day prescribing ECPs are committed to take action in response to this stark fact, with 76 percent seeing the need and treating low myopes between -0.50D to -1.00D.

Parent education and easy to access resources remains critical to success, with 72 percent of parents agreeing that if their child has been diagnosed with myopia, they will conduct online research to learn more.

“Make Children’s Sight Your Fight” comprises several avenues to reach the U.S. parent and eyecare communities, including media advertising for widespread consumer outreach. The campaign encourages parents to interact with an expanded MiSight 1 day digital ecosystem, spanning YouTube, Facebook, Instagram, and ECPs can support the campaign by sharing a “Make Children’s Sight Your Fight” social frame with peers and patients on their channels.

In addition, CooperVision is partnering with ECPs to raise visibility of the campaign across office settings nationwide.