TECHNOLOGY: Contact Lenses CooperVision Launches New Myopia Education Campaign for U.S. Parents By Staff Wednesday, October 13, 2021 12:27 AM SAN RAMON, Calif.—CooperVision, a leader in myopia management, announced a new U.S. education initiative called “Take Control: Myopia & You” to increase awareness of the disease and encourage parents to schedule eye exams for their young children. Childhood myopia has been increasing in prevalence and severity in recent decades, a trend that may have been exacerbated by increased time spent on screens and other “near work” indoors during the ongoing COVID-19 pandemic, according to the company’s announcement Tuesday.CooperVision’s nationwide education campaign will build upon the Brilliant Futures Myopia Management Program featuring MiSight 1 day contact lenses, which are specifically designed for myopia control and are FDA approved to slow the progression of myopia in children aged 8-12 at the initiation of treatment. Clinical evidence underscores the efficacy of MiSight 1 day contact lenses. Data shows that children using the lenses experienced a 59 percent reduced rate of myopia progression and a 52 percent reduced rate of axial elongation over three years, on average. Also, children wearing MiSight 1 day contact lenses progressed less than -1.00D over six years, on average, the announcement noted. Alan Kim.“Thousands of U.S. eyecare professionals have already chosen to act today to change tomorrow, making MiSight 1 day available in all 50 states plus Puerto Rico,” said Jerry Warner, executive vice president, Americas and global commercial functions for CooperVision. “Now we’re encouraging additional parents to act by learning more and having these conversations with their eye doctor. They can make a significant difference in their children’s eye health, and we’re there to help along the way.” Nine-year-old Alan Kim will serve as a primary spokesman. An actor, he is known for his role in “Minari” (2021), for which he was nominated for a BAFTA Award for Best Actor in a Supporting Role and won a Critics Choice Movie Award for Best Young Performer. Kim has myopia and will share his MiSight 1 day experience, demonstrating how he can wear contact lenses successfully at his age and enjoy the benefits of increased confidence and freedom in everyday activities. Madison Reyes.Actress and singer Madison Reyes, 17, will also support the campaign by sharing her experience with myopia and the lifestyle benefits of contact lens wear. Reyes is most known for her role in the Netflix musical series “Julie and the Phantoms” (2020), for which she received an MTV Movie and TV Award for Best Musical Moment, an Imagen Foundation Award for Best Young Actor, and a nomination for a Daytime Emmy Award. The campaign spokespeople, together with the clinical evidence of MiSight 1 day’s efficacy, address top considerations parents have expressed in CooperVision research. Focus group participants have identified knowing the facts and confirmation that their age-appropriate children can handle contact lenses as key to their decision when an eyecare professional prescribes the Brilliant Futures Myopia Management Program.In addition to celebrity spokespeople, the omnichannel “Take Control: Myopia & You” campaign will feature notable eyecare professionals. Content will live across owned channels and established parenting platforms, creating an information hub where parents can seek more information and get their questions answered, the company noted. To learn more, visit https://coopervision.com/practitioner/myopia-management.