Essilor has launched its 40-day Stellest social media campaign, which uses videos to demonstrate how its lenses help slow myopia progression.

After being postponed in respect of Her Majesty Queen Elizabeth II’s funeral, the company said the campaign will educate parents and signpost them to their local independent optician.

The campaign, which targeted parents with children over six years old, mainly on Facebook and Instagram, included: paid for and organic promotion on social platforms with sharable assets; trade marketing materials available online; CPD led by the Essilor team; and an online optician store finder for consumers.

Alan Pitcher, commercial director at Essilor, commented: ‘There is a big job to do in educating the public about myopia management, particularly as, by 2050, it is believed that half of the population could be affected by this vision condition.’