Hoya Vision Care announced the launch of its new global myopia education and marketing campaign ‘Myopia Care for Kids.’ The company said the goal of the initiative is twofold: to raise awareness about the growing global rise of myopia in children, which commonly begins in children ages 6-14 and to provide detailed information about its MiYoSmart spectacle lens developed specifically to slow down myopia progression in children ages 8-13. Myopia or short-sightedness is a growing global health epidemic with industry experts predicting nearly 50 percent of the world’s population to be impacted by 2050.
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.
“Our new global campaign ‘Myopia Care for Kids’ takes a proactive approach, encouraging parents to learn more and have conversations with their eyecare professional about myopia, best treated early to avoid long-term vision issues,” said Oxana Pastushenko, chief marketing officer, Hoya Vision Care. “The integrated campaign focuses on knowledge building and chartering an action-oriented approach to slow down the progression of myopia so that children can keep moving forward with their active lives.”
The ‘Myopia Care for Kids’ campaign will be rolled out globally in 2022 in the countries where MiYoSmart is already available. Over two million MiYoSmart spectacle lenses have been purchased by parents across the world, according to Hoya.
MiYoSmart has not been approved for myopia management in some countries, including the U.S., and is not currently available for sale in some countries, including the U.S.