BOULDER, Colo.—Treehouse Eyes, the country's first and only company dedicated exclusively to myopia management, announced it is advancing its commitment to growing the category by partnering with Johnson & Johnson Vision on a direct to parent marketing campaign in several U.S. cities. The campaign launched in April and includes paid social, influencer partnerships, and media partnerships targeting parents to drive awareness and a call to action to ask their eyecare practitioner about myopia treatment options.

Myopia is a progressive disease that is rising in children, but often goes untreated due to a lack of awareness among parents that there are now safe and effective treatment options. By partnering with Johnson & Johnson Vision, Treehouse Eyes said it is reaching parents of school-aged children and bringing awareness to the risks of myopia through an omni-channel campaign.

This campaign emphasizes educating parents with a simple message focused on one thing: don’t ignore myopia. The campaign encourages parents to learn the facts about myopia and make a plan as new treatments are now available, the announcement said.

"We are excited to increase our investment in educating parents and get them to take action for their myopic child," said Matt Oerding, CEO of Treehouse Eyes. "This campaign will deliver millions of impressions to parents of school-age children in Chicago, Dallas, Washington D.C., and the San Francisco Bay Area. As we see campaign results, we are looking to expand our efforts into other cities over the summer and back to school periods.”

Rahul Patani, senior advisor at Treehouse Eyes said, “This campaign has been designed to do more than just raise awareness of myopia—it shows parents that myopia is something that needs to be taken seriously now. Parents know to pay attention to warning labels when it comes to products their children use.

"This campaign puts warning labels over the eyes of children making sure they understand—their child’s myopia isn’t an inconvenience, it’s a serious health condition that can impact their child’s vision and eye health their entire life. This campaign targets parents whose children are most at risk for myopia,” Patani said.

Lisa McAlister, global myopia lead at Johnson & Johnson Vision, added, “We are excited to partner with Treehouse Eyes on this campaign to raise awareness of myopia as a disease. Myopia is more than just nearsightedness—it is a chronic, progressive disease that can lead to sight-threatening complications later on in life, and through this collaboration we hope to bring more awareness and more education to parents so they can take action and schedule a comprehensive eye exam.”

Treehouse Eyes now has more than 55 locations in 22 states across the country, making Treehouse Eyes the largest myopia management provider in the country. Parents looking to schedule their child's myopia consultation can click here.