The social media campaign will seek to reach parents with children aged six and over

Essilor has launched a new social media campaign for its Stellest lenses, aiming to raise awareness of myopia and highlight the myopia management option. The campaign will be aimed at parents with children aged over six years old, using videos and social media posts on Facebook and Instagram. The 40-day campaign, which went live in early October, will aim to drive awareness and improve understanding of myopia. It will also position Essilor Stellest lenses as a solution to help slow progression. The launch of the new campaign was delayed as a mark of respect for Her Majesty Queen Elizabeth II. Both paid-for and organic promotion will support the social media campaign, which the company anticipates will achieve more than 30 million impressions across the 40 days. Essilor has also produced a social media calendar which will provide eye care professionals with assets for use across their own channels. Consumers who browse Essilor’s product pages will be directed to the practice finder tool through a pop-up. Alan Pitcher, commercial director at Essilor Ltd, commented: “There is a big job to do in educating the public about the topic of myopia management.” “Over the next 40 days our Essilor Stellest social media campaign will help to educate parents and signpost them to their local independent optician to manage their child’s myopia,” Pitcher added. Marketing materials will be available for practices through the EssilorPro hub, while free training materials are also available to help eye care professionals upskill with CPD-approved modules about myopia management. EssilorLuxottica has also recently launched a myopia management certification programme on its training platform, Leonardo. This features a suite of training courses on myopia, its complications, and its management.

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