CooperVision “Take Control: Myopia & You” Campaign Reaches Millions of U.S. Parents
CooperVision, a global leader in myopia management, has announced initial results from its ongoing “Take Control: Myopia & You” education initiative in the United States. Three months after the campaign began in Fall 2021, it achieved 330 million impressions and nearly 40 million engagements through consumer media coverage, social media, an online parent information hub, and other online platforms. Among parents exposed to the campaign, approximately one in five reported reaching out to their eye care professional to learn more—a significant indicator of success.
Building on prior efforts, MiSight® 1 day consumer messaging has now generated over 1.2 billion U.S. impressions to date, a record-setting high for U.S. parent myopia education that has far exceeded CooperVision’s initial goals.
With real-life myopia experiences from actors Alan Kim and Madison Reyes, as well as the stories of MiSight® 1 day contact lens wearers across the country, the campaign is raising awareness of progressive myopia as a disease. It encourages parents to schedule eye exams for their young children and highlights MiSight® 1 day contact lenses, designed for myopia control and FDA-approved* to slow the progression of myopia in children aged 8-12 at the initiation of treatment.†[i]
A companion online forum connects parents with eye care experts, surfacing and responding to questions about children’s vision. Among the most common inquiries have been how early a child should begin having comprehensive eye exams and whether children can learn to handle contact lenses.
“To make the best decisions, every parent needs easy access to reliable information. ‘Take Control: Myopia & You’ is providing that knowledge and helping parents determine what to do next,” said Melissa Kiewe, Vice President, Marketing, CooperVision. “As we work to advance myopia management as standard of care, parent empowerment is an essential complementary step and an investment we strongly believe in.”
The company partnered with 11 eye care professionals from across the U.S. on its most recent effort, with each posting about myopia and myopia control across Facebook, Instagram and LinkedIn or sharing their expertise in mainstream media interviews. Participants included Joseph Allen, OD, Nathan Bonilla-Warford, OD, Ayesha Butt, OD, Eric Chow, OD, Melanie Frogozo, OD, Rachel Lewis, OD, Takeia Locke, OD, Hawkin Lui, OD, Aarti Patel, OD, Jennifer Tsai, OD, Jen Wademan, OD, and fourth-year optometry student Khanh Ton.
“Take Control Myopia & You” complements the successes of MiSight® 1 day’s commercial launch in 2020. Since then, ECPs across all 50 states and Puerto Rico have fit a growing number of age-appropriate*children in MiSight® 1 day contact lenses. Emphasizing that “kids should grow stronger, their myopia shouldn’t,” the inaugural effort introduced MiSight® 1 day to millions and kickstarted the most significant investment to date in U.S. parent education on myopia control.
* Indications for Use: MiSight® 1 day (omafilcon A) soft (hydrophilic) contact lenses for daily wear are indicated for the correction of myopic ametropia and for slowing the progression of myopia in children with non-diseased eyes, who at the initiation of treatment are 8-12 years of age and have a refraction of -0.75 to -4.00 diopters(spherical equivalent) with ≤ 0.75 diopters of astigmatism. The lens is to be discarded after each removal.
† Compared to a single vision 1 day lens over a 3-year period
 Chamberlain P et al. A 3-year Randomized Clinical Trial of MiSight® Lenses for Myopia Control. Optom Vis Sci. 2019;96(8):556-567