Protect how they see the world – Raising awareness with Parents / Guardians

HOYA launched the “Protect how they see the world” campaign alongside the new sun range to help raise awareness of myopia and the importance of time spent outdoors and sun protection for children.

The campaign aims to reach parents and guardians to encourage them to visit their local independent optician for more information about myopia and MiYOSMART spectacle lenses.

HOYA believe there is a very important message still to be communicated to the parents of children that can benefit from these MiYOSMART spectacle lenses. This is why HOYA have committed to build on the campaigns they have conducted over the past 2.5 years to raise awareness amongst the parents of children affected by myopia.

Previously, HOYA’s awareness campaigns focussed mainly around the launch of MiYOSMART spectacle lenses in the UK & Ireland, and saw coverage that reached millions of people across:

National Press (The Times, The Sun, The Mirror, The Guardian, Metro, etc)
An ‘on the sofa’ spot on This Morning
Lifestyle magazines, such as Red, Marie Claire, Woman’s Own, Prima, etc
Mumsnet and other digital advertising

In August 2023, HOYA built on this, with an advertising campaign within new channels, designed to raise awareness of the impacts of myopia as well helping to increase footfall to accredited practices.

HOYA are currently running a TV advert on ITVX that is targeted towards family households with children, which included a direct message to viewers for them to find their nearest MiYOSMART accredited optician.

In addition to this, HOYA conducted a campaign across Mumsnet in parallel that carried the same message and call to action. Whilst these adverts were running, HOYA provided accredited practices with a full marketing guide to help them to encourage their local community to come into their practice and find out more on the proven benefits of MiYOSMART spectacle lenses.

Watch the advert here! https://youtu.be/H6kaC4WpOAI

To find out more or to become accredited, please email marketing@hoya.co.uk