HOYA Vision Care is partnering with Optometry Australia (OA) to launch a myopia awareness campaign this month and will augment the messaging with its own campaign, commencing on 1 May.
The OA campaign aims to help raise awareness about the growing issue of myopia in children and its increasing impact on Australian communities, while also providing accessible solutions.
Launching on 7 April, 2025 with HOYA Vision Care as the Diamond sponsor, the campaign takes a two-pronged approach to engage both parents of young children and eye care professionals
By 2050, an estimated five billion people, or half of the world’s population, could have myopia. The progression rate of myopia is particularly rapid in children under 10 years old, with the condition’s prevalence in Australia rising annually.
Launching on 7 April, 2025 with HOYA Vision Care as the Diamond sponsor, the campaign takes a two-pronged approach to engage both parents of young children and eye care professionals (ECPs).
The part of the campaign targeting Australian parents with young children will highlight the importance of regular eye health check-ups and preventive measures. The goal is to make eye exams as routine as dental check-ups, encouraging families to incorporate them into their regular healthcare regimen.
The local campaign, with the slogan “Off screens. Outside. Optometrist,” encourages parents to prioritise their children’s eye health by reducing screen time, increasing outdoor play, and scheduling regular eye exams with their optometrist. Parents can learn more and find a local optometrist via Good Vision for Life.
The campaign also provides ECPs with essential tools to educate families and implement effective myopia management strategies. A dedicated Myopia Microsite will offer downloadable resources, fact sheets, management guides, and videos designed to equip optometrists with the tools they need to excel in myopia care.
HOYA Campaign to Start in May
HOYA hopes its MiyoSmart consumer campaign, which runs from May 2025, will add to the messaging and encourage parents to choose products backed by clinical evidence.
The MiyoSmart ‘Myopia Care for Kids’ campaign takes a proactive approach, encouraging parents to learn more about myopia and discuss early intervention with their eye care professionals.
Education and Training
As part of the partnership, HOYA will collaborate with Optometry Australia to provide education and training at various events and clinical conferences. The MiyoSmart campaign will officially launch in May 2025, with social media, digital ads, and in-store point of sale materials.
Both campaigns will be supported by the Good Vision for Life website, which provides vital information on myopia, its progression, and the best treatment options available.
Craig Chick, Managing Director of HOYA Lens Australia, stated, “We are incredibly proud to partner with Optometry Australia as the Diamond sponsor of this critical healthcare initiative in Australia. HOYA Vision Care remains dedicated to raising awareness of myopia and offering the best evidence-based solution in MiyoSmart. We are confident this campaign will lead to better health outcomes for patients.”
