HOYA Launches MiYOSMART Consumer Campaign to Support Accredited Practices
SYDNEY, AUSTRALIA – 28 October 2022 HOYA Vision Care Australia & New Zealand today announced the launch of its new multi-media myopia consumer advertising and education campaign ‘Myopia Care for Kids’. The campaign includes digital display and paid social advertising across Australia and New Zealand. An Out-OfHome media pilot is also being run in NSW, Victoria and the North Island of New Zealand including bus shelter and shopping centre ads. The goal of the campaign is threefold; (1) to raise awareness about the growing rise of myopia in children, which commonly begins in children ages 6-141, (2) to provide detailed information about the innovative MiYOSMART spectacle lens developed specifically for kids to slow down myopia progression in children aged 8-132 and (3) to drive consumers into the doors of MiYOSMART accredited practices. “Our new consumer campaign ‘Myopia Care for Kids’ takes a proactive approach, encouraging parents to have conversations with their eye care professional and learn more about their child’s myopia. These conversations about myopia progression and management are important because we know myopia is best treated early to avoid long-term vision issues3”, said Krista Hoey, Marketing Manager, HOYA Australia & New Zealand. “The integrated campaign focuses on raising awareness and encouraging an action-oriented approach to slow down the progression of myopia. By acting today, we give children more opportunities tomorrow”. Myopia or short-sightedness is a growing global health epidemic with industry experts predicting nearly 50% of the world’s population to be impacted by 20504. HOYA Vision Care launched the MiYOSMART spectacle lens with patented protected Defocus Incorporated Multiple Segments (D.I.M.S.) Technology in 2018 to manage myopia in children in a safe, effective, non-invasive way. Over 2 million MiYOSMART spectacle lenses have been purchased by parents across the world5. For further information, eyecare professionals can contact their HOYA Account Manager or email hapl_marketing@hoya.com
1 Sylvia H. Yoo. Myopia (Nearsightedness) in Children. https://www.healthychildren.org/English/healthissues/conditions/eyes/Pages/Myopia-Nearsightedness.aspx (access date 19.07.2022) 2 Lam CSY, Tang WC, Tse DY, Lee RPK, Chun RKM, Hasegawa K, Qi H, Hatanaka T, To CH. Defocus Incorporated Multiple Segments (DIMS) spectacle lenses slow myopia progression: a 2-year randomized clinical trial. British Journal of Ophthalmology. Published Online First: 29 May 2019. doi: 10.1136/bjophthalmol-2018-313739 3 Holden B.A., et al., Global Prevalence of Myopia and High Myopia and Temporal Trends from 2000 through 2050. American Academy of Ophthalmology. 05/2016, vol.123, no. 5, p.1036– 1042. https://doi.org/10.1016/j.ophtha.2016.01.006 4 Bullimore MA, Brennan NA. Myopia Control: Why Each Diopter Matters. Optom Vis Sci. 2019 Jun;96(6):463-465. doi: 10.1097/OPX.0000000000001367. PMID: 31116165. 5 Based on number of lenses sold per Hoya sales data on file as of June 2022.
###
About HOYA Vision Care For over 60 years, HOYA Vision Care has been a passionate global leader in optical technology innovation. As a manufacturer of high quality, high performing eyeglass lenses, HOYA continues to drive optical technology innovation with the aim of finding the best vision care solutions for Eye Care Professionals. The company supplies lenses in 52 countries with a network of over 18,000 employees and 45 laboratories around the globe. About HOYA Founded in 1941 in Tokyo, Japan, HOYA Corporation is a global technology and med-tech company and a leading supplier of innovative high-tech and medical products. HOYA’s divisions and business units research and develop products utilized in the healthcare and information technology fields. In the healthcare field, we provide medical device products such as eyeglasses, medical endoscopes, contact and intraocular lenses, orthopedic implants, surgical/therapeutic devices and medical device reprocessing and disinfection solutions. In the information technology field, we provide products such as optical lenses, photomasks and blanks used in the manufacturing process for semiconductor and LCD/OLED devices, text to speech, human resources and other software solutions and critical components for the mass memory and cloud storage industries. With over 150 offices and subsidiaries worldwide, HOYA currently employs a multinational workforce of 37,000 people. For further information contact: HOYA Vision Care Krista Hoey HOYA ANZ Marketing Manager E: krista.hoey@hoya.com M: 0450 840 164 www.hoyavision.com.au www.hoyavision.co.nz