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Brooke Beery is Associate Editor of Optometry Times®.
Campaign looks to build awareness of myopia management
CooperVision announced a new spokesperson today for its Brilliant Futures Myopia Management Program, which is built around MiSight 1-day lenses.Television actress, producer, and entrepreneur Sarah Michelle Gellar is representing MiSight lenses, approved in November 2019 by the U.S. Food and Drug Administration (FDA). MiSight is the first soft contact lens approved to slow the progression of myopia in children ages 8 to 12 at the initiation of treatment.
“My husband and I are both nearsighted—and our myopia has continued to worsen over time,” says Gellar in a video spot. “We want our kids to have a chance for better vision and lower their risk for future eye health issues. While regular eyeglasses or contacts help children see a whiteboard or tennis ball today, MiSight 1-day lenses offer children the benefits of clear vision while slowing myopia progression during their growing years. That is why I am thrilled to be partnering with CooperVision on this campaign.”
CooperVision’s multichannel direct-to-consumer advertising campaign featuring Gellar will highlight the importance of annual comprehensive eye exams in monitoring the progression of myopia in children, according to the company. The campaign will include national and regional broadcast segments, content across digital and social media, and influencers who will be sharing their personal experiences with myopia.
In addition, CooperVision will be collaborating with the National Association of School Nurses (NASN) to engage in unbranded conversations about myopia with the organization’s members. While the NASN does not endorse products, school nurses are often the first to observe the signs of myopia in affected children and are therefore important myopia management advocates.