Optometry Australia (OA) said its “Off Screens, Outside, Optometrist” myopia campaign has had more than 31 million impressions, and Australians are now taking action.

“Parents are seeing the message regularly and they’re clicking through in droves, with over 46,000 visits to goodvisionforlife.com.au and our ‘Find an Optometrist’ member listing,” OA CEO Skye Cappuccio said.

“Native ads are landing. Display’s doing its job. High-impact formats are outperforming. Video completion rates are through the roof. Radio’s exceeding expectations, especially in key markets.”

DELIBERATELY SIMPLE

“This isn’t just noise; it’s engagement. And it’s getting parents to think differently about screen time, outdoor play, eye health, and the importance of regular visits to the optometrist,” she said.

OA’s myopia campaign officially launched in April. Timed to coincide with Myopia Awareness Week, it was designed as a long-running campaign.

The concept, Ms Cappuccio said, was “deliberately simple – three core actions backed by clinical evidence”:

• Reduce recreational screen time,

• Increase outdoor activity, and

• Book regular eye exams with an optometrist.

“The goal was to deliver a memorable message that could cut through digital fatigue and speak directly to busy parents, especially digital-native millennial families, in a way that felt clear and non-judgemental; shifting the conversation away from general anxiety about screen time and towards tangible action that supports children’s vision health and long-term wellbeing,” she said.

LAYING THE GROUNDWORK

Ms Cappuccio said the challenge of myopia would not be solved overnight but by embedding this message consistently across multiple touchpoints.

“This campaign also complements the work being done in practice: it creates more informed, more engaged patients and lays the groundwork for effective conversations about clinical care and myopia control options,” Ms Cappuccio said.

OA is encouraging eye health professionals to integrate the campaign into their practice.

“Each time the message is reinforced, it helps normalise early eye exams, reduce stigma, and increase uptake of appropriate clinical care,” Ms Cappuccio said.