From left: Professor Padmaja Sankaridurg, Yvette Waddell, Dr Kate Gifford, Margaret Lam, Associate Professor Mei Boon and Dinesh Kaphle
Myopia will be the focus of a consumer awareness campaign to be rolled out by Optometry Australia (OA) in 2025.
The campaign was announced at a breakfast at Australian Parliament House on Tuesday 26 November, with the association also using the opportunity to call on the Federal Government to reinstate Medicare-funded eye screens for children every two years.
Addressing the audience Dr Kate Gifford set the scene for myopia by presenting “uncomfortable” blurred visual images that children with myopia may experience when, for instance, they sit in a classroom or play outdoors.
Dr Gifford spoke about global statistics indicating that half the world will be myopic by 2050 and said “Australia’s right on that average trend”.
“Half of Australia will be myopic by 2050. In fact, a little bit more than half. We’re at around a third of Australians now and we’re heading towards a half”.
Distilling extensive research, she said it is apparent that myopia is caused by “too much screen time… not enough green time” and to a lesser extent, familial history.
Dr Gifford said the current Medicare funded eye screening interval is not appropriate for children, because “every three years is not enough”; a lot can change in those years.
“It needs to be, I think every year, but every two years is where it was, and two years is where it needs to return to be,” she told the audience. “And we absolutely want your support in increasing public awareness”.
roughly a third of the country have never heard of myopia. Another third have heard the name, but don’t know anything about the symptoms
Off Screens, Outside, Optometrist
Optometry Australia’s Chief Clinical Officer Luke Arundel presented the creative that has been developed for the myopia awareness campaign. Stressing the need to educate the broader community he reported that “roughly a third of the country have never heard of myopia. Another third have heard the name, but don’t know anything about the symptoms. Two thirds of the country are not aware of the fact that shortsightedness may cause an increased risk of blindness. And again, two thirds have no idea about the fact that we can slow down the progression of myopia with new treatments”.
Inspired by the Slip, Slop, Slap campaign for skin protection, OA’s creative campaign to address myopia awareness, simply advises that children get off screens, spend time outside, and visit an optometrist.
While brand agnostic, the campaign is sponsored by industry partners including CooperVision, Rodenstock, HOYA, EssilorLuxottica, Specsavers, Provision, Aspen and ZEISS, with more organisations expected to come on board.
