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