Ophthalmic optics company Essilor is about to launch a major advertising and public awareness campaign, warning patients and parents about the rising prevalence of myopia.
The campaign will highlight the recently launched Essilor Stellest lens.
The lens offers children the dual benefit of myopia correction and control without aesthetic compromise. It slows myopia progression by an average of 67% when compared to single vision lenses, when worn 12 hours a day,1 Essilor said.
Ultimately aimed at driving patients to Essilor partners, the campaign will acknowledge that the rising global prevalence of myopia – and its related social, economic, and health complications make simply correcting myopia no longer a viable solution.
It advocates myopia control based on a multi-disciplinary approach with closer collaboration between optometrists and ophthalmologists.
[The campaign] advocates myopia control based on a multi-disciplinary approach with closer collaboration between optometrists and ophthalmologists
Launching Late March
The media blitz – across out-of-home, radio, and digital media – will begin in Australia and New Zealand on 27 March.
The campaign also includes in practice elevations and training programs specifically tailored for the local, personalised, and clinically focussed services offered by Essilor partners.
For more than 20 years, myopia has been increasing around the world, including in Australia and New Zealand. The rise in the incidence of myopia in children is in part due to the growth of children’s near vision work, such as screen use, and reduced time outdoors. It is estimated that nearly five billion people, or half of the world’s population, will be myopic by 2050, including one billion who will be highly myopic.2
Mr Marco Caccini, General Manager Wholesale ANZ at EssilorLuxottica, said the investment will support independent optometrists “by creating awareness with consumers about the newest solution option, bringing patients to their practices and supporting them to build loyalty with families”.
“This initiative perfectly aligns with our ongoing mission to help people see more and be more, while continuing our role to develop the industry by strongly supporting independent practices to thrive in the market across Australia and New Zealand.”
References
- Bao, J., Huang, Y., Li, X., et al., 2022. Spectacle lenses with aspherical lenslets for myopia control vs single-vision spectacle lenses: A Randomized Clinical Trial. JAMA Ophthalmol. 140(5), 472–478. doi.org/10.1001/jamaophthalmol.2022.0401
- Holden, B.A., Fricke, T.R., Wilson, D.A., Jong, M., Naidoo, K.S., Sankaridurg, P., Wong, T.Y., Naduvilath, T.J., Resnikoff, S., 2016. Global Prevalence of Myopia and High Myopia and Temporal Trends from 2000 through 2050. Ophthalmology 123, 1036–1042.
