Stephanie Caruso
Stephanie Caruso
My team worked in partnership with CooperVision to tackle a rapidly escalating problem across modern society—childhood myopia (nearsightedness).
Studies suggest that 50% of the world's population will be nearsighted by 2050. Fortunately, CooperVision offers the first and only FDA-approved contact lens, MiSight® 1 day, that helps correct children's blurry vision and can keep it from worsening.
The challenge? Awareness. Childhood myopia is invisible to parents, who don't know that their child struggles to see at a distance (or that it's treatable). We needed to raise awareness of childhood myopia and MiSight, urging parents to schedule eye exams for their children—the only way to diagnose and treat nearsightedness.
We decided to take our message directly to families, treating them to entertainment and fun while opening their eyes to this serious issue.
We met families where they were: Centennial Wheel, the iconic "eye" of Chicago, whose breathtaking views help dramatize nearsightedness! On "Halloweekend," our day of family fun and education brought childhood myopia into full focus.
Families found unexpected treats from CooperVision—free Ferris wheel rides, free hot cocoa, Halloween candy, and prizes—with some education on the side. Purpose-designed viewfinders in each Ferris wheel gondola let families experience the effects of progressive myopia first-hand, and our "MiSpy" sightseeing game challenged families to test their vision by identifying objects on the skyline.
Parents chatted with CooperVision staff and local eye doctors on hand for the event, learning about myopia control and management options, the benefits of MiSight 1day, and the urgency of comprehensive eye exams.