Great South Road bus stop in Auckland

Hoya Vision Care Australia & New Zealand has launched a new multimedia consumer education campaign, ‘Myopia Care for Kids’.  

The campaign includes digital displays and social advertising across New Zealand. An out-of-home media pilot is also being run in the North Island, including bus shelter ads. Hoya marketing manager Krista Hoey said the campaign’s goals are to raise awareness about the growing rise of myopia in children, which commonly begins in children aged 6-14; to provide detailed information about the Miyosmart spectacle lens developed specifically for kids to slow myopia progression in children aged 8-13; and to drive consumers to Miyosmart-accredited practices. 

We’re encouraging parents to have conversations with their eyecare professional and learn more about their child’s myopia, said Hoey. “These conversations about myopia progression and management are important because we know myopia is best treated early to avoid long-term vision issues,” she said.  

In 2018 Hoya launched the Miyosmart spectacle lens with Defocus Incorporated Multiple Segments (DIMS) Technology to manage myopia in children in a safe, effective, non-invasive way. To date, over two million of the lenses have been purchased by parents across the world.