Optometry Australia is collaborating with industry to raise awareness about myopia and drive change; the ultimate goal being to save sight for generations to come.
Optometry Australia is excited to launch its much-anticipated myopia awareness campaign to members this month. This important national initiative aims to raise awareness about myopia and its growing impact on the Australian community.
With data from Optometry Australia’s Vision Index reports in 2020, 2022, and 2024 showing that public awareness of myopia and the negative health outcomes associated with high myopia is disturbingly low, and Medicare statistics highlighting that many children are not accessing eye care at clinically recommended rates, this campaign aims to drive real change.
With the slogan, “Off screens. Outside. Optometrist.”, our public awareness campaign encourages parents to prioritise their children’s eye health by reducing screen time, increasing outdoor play, and scheduling regular eye examinations with their trusted optometrist.
This campaign is an opportunity for all optometrists to be part of a national movement to improve children’s vision health
Why This Campaign Matters
Myopia is a growing health concern, with cases on the rise in both Australia and around the world. Despite these risks, many children are missing out on early intervention, leaving them at risk of long-term vision problems. This highlights an urgent need to shift public attitudes and behaviour, making regular visits to the optometrist as routine as dental check-ups.
To ensure maximum reach and impact, we have partnered with a leading creative agency for the campaign’s creative development and management, including public engagement and media outreach. The public awareness campaign will run until the end of June 2025, engaging the public through videos, social media, radio, digital ads, and our consumer-focussed Good vision for life website.
The Role Of Optometrists
This campaign is an opportunity for all optometrists to be part of a national movement to improve children’s vision health. It is designed to support optometrists’ efforts by equipping them with valuable tools to help educate families and provide effective management strategies for myopia.
The tools include a comprehensive myopia microsite for members that provides downloadable resources, fact sheets, management guidelines, and videos for use in your practice.
Optometry’s involvement is key to the success of this campaign. To maximise its impact, we encourage Optometry Australia members to:
- Update your details in your Optometry Australia membership portal so that parents can easily locate your practice through our Good vision for life ‘Find an Optometrist’ directory.
- Use the myopia microsite, incorporating campaign resources into patient interactions.
- Share the campaign messaging through your own networks, reinforcing the importance of early myopia management.
Optometrists play a critical role in the early detection and intervention of myopia. By working together, we can foster a healthier vision for future generations.
Industry Collaboration And Support
This important initiative has been made possible through the support of industry partners. Optometry Australia would like to thank Diamond supporter HOYA, Sapphire supporters ProVision, Optometry Victoria South Australia, Optometry New South Wales/Australian Capital Territory, and Optometry Queensland Northern Territory, as well as Gold supporters CooperVision and Rodenstock, and Silver supporters Eyecare Plus, ZEISS, Aspen, and Eyerising International.
These partners will continue to contribute essential myopia-related content through Optometry Australia’s Myopia Member section and Good vision for life platforms over the coming year.
A Step Forward For Children’s Eye Health
Optometry Australia is confident that this collaborative effort will lead to positive change in the optometry community, and will build wider public awareness about the need for regular eye health care. Together, with the support of optometrists and industry, we can make eye health a priority for all Australians.
To learn more about Optometry Australia’s myopia awareness campaign, please email national@optometry.org.au.
Skye Cappuccio is the Chief Executive Officer of Optometry Australia.
