A myopia awareness campaign has been launched by CooperVision to encourage parents to protect their children’s eye health.

Research commissioned by the contact lens company found 36% of parents did not know or did not believe children’s vision should be checked between the ages of four to five.

Of the 1,000 respondents, 54% of parents were unaware or did not believe there were long-terms risk of myopia and 25% have never asked their children about their vision because they never felt the need to.

Krupa Patel, head of professional services at CooperVision UK & Ireland, said: ‘Our consumer campaign brings the signs of myopia front of mind to parents and highlights the importance of regular eye examinations to improve children’s vision and help prevent future eye health issues.

‘We are also committed to supporting eye care practitioners and will be developing a range of tools to facilitate myopia management discussions between ECPs and parents and help guide parents through their children’s eye health journey.’

As part of the campaign, CooperVision has created a short film that compared the everyday experiences of children who live with and without myopia as they went sightseeing around London.

It has also partnered with Dr Sara Kayat from ITV’s This Morning and optometrist Dr Keyur Patel to highlight the importance of eye examinations and provide health tips to parents.

Musician Myleene Klass has shared her family’s story of living with myopia in support of the campaign and to encourage parents to visit an optical practice during the school holiday.

Print and digital advertisements of CooperVision’s Brilliant Futures with MiSight have also been taken out in consumer media and across social platforms.