Optometry Australia calls on Aussies to prioritise children’s eye health in new myopia awareness campaign via SOCIETY STUDIOS

Optometry Australia is calling on Australians to prioritise the eye health of the entire family, urging parents and caregivers to book their child in for an optometrist appointment via a new myopia awareness campaign titled ‘Off Screens, Outside, Optometrist (OOO)’, produced in collaboration with SOCIETY STUDIOS.

The campaign was created in response to the projections from an Australian-led study that in 15 years, half of Australians are predicted to have myopia.

Myopia, also known as short-sightedness, has been identified as an emerging epidemic and is a significant public health concern. The development of childhood myopia is influenced by various factors, however, prolonged screen time or near work and insufficient exposure to natural daylight are leading modifiable causes.

The OOO campaign utilises a vocal sting, “Off Screens, Outside, Optometrist,” designed to become an ear worm in the minds of Aussies and join the vernacular encouraging healthy behaviours that will help manage, reduce, or prevent myopia risk.

The goal is simple – to have a meaningful and lasting impact on the eye health of Australian children, ensuring that no one faces avoidable vision loss due to a lack of understanding in how to prevent and manage myopia.

CEO of Optometry Australia, Skye Cappuccio, says: “Our new Optometry Australia campaign, OOO – Off Screens, Outside, Optometrist – was created off the back of new consumer research conducted with UNSW that shows that public awareness and understanding of myopia remains very low.

“In the latest survey in November 2024, 21% of the survey respondents had never heard about myopia, while 32% had heard about myopia but were unaware of myopia symptoms. Concerningly, a large majority (85%) of respondents were unaware of myopia control options or treatments.

“By spreading awareness of OOO, our mission is not only prevention but early diagnosis and management of the condition, in a bid to halt its projected rise and limit the serious pathological changes associated with high levels of myopia.”

HOYA and other industry partners have collaborated to ensure this campaign can reach as many Australian families as possible.

“We have been a partner to eyecare professionals in Australia for over 50 years and are proud to join Optometry Australia’s important and timely OOO campaign,” says Craig Chick, Managing Director of Hoya Lens Australia.

”With our evidence-based spectacle lens treatment, we support optometrists in providing Australian children better futures through the prevention, diagnosis and management of myopia.””

Optometry Australia remains committed to advocating for better eye health outcomes and working collaboratively with stakeholders to achieve this goal, and is also calling on the Australian Government to help support this and future myopia awareness campaigns.

Running from 7 April to end June, the ‘OOO’ campaign will go live across out-of-home, digital and social media channels across the country, with the aim of reaching Aussies families and ensuring they take the simple actions to help reduce the cases of myopia in Australia.

Look for and book and appointment with an Optometrist at www.goodvisionforlife.com.au

View the campaign hub here.

Client – Optometry Australia
Creative – Annike Morgan
Strategy – Will Lehnertz
Production – SOCIETY STUDIOS

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