Following the most recent “Little Kid License” campaign (the aggregated posts made over 265 million impressions on social media), this fifth installment of direct-to-consumer advertising will raise awareness about myopia and encourage parents to ask eye doctors about the new treatments that are available – beyond conventional glasses and contacts – that can help slow the progression of the disease.
To amplify this important message, GMAC is collaborating with parent influencers, and for the first time, eye care professional influencers, who will share their personal and professional myopia stories on Instagram and TikTok, urging parents to schedule an annual comprehensive eye exam for their children – while the family is on holiday break – to learn more about new myopia treatment options. Additionally, GMAC will distribute editorial content to local online newspapers across the U.S. to reach parents and direct them to the GMAC website to learn more.
GMAC has already lined up several parent and ECP influencers to help spread the message about myopia and the importance of regular eye exams. From the parent side, the organization will have Laura Izumikawa (553K followers), Myriam Sandler (894.2K followers) Angela Kim (262.7K followers) and Jared Mecham (400K followers). Dr. Rupa Wong (64.5K followers) and Dr. Carly Rose (238K followers) are two practitioner influencers with significant online followings who will also participate in the campaign.
These efforts are already in effect, with some of the influencers already posting content. Myriam Sandler, Dr. Rupa Wong and Dr. Carly Rose have already shared these messages to their social media channels, and more of these posts are scheduled to go live in the coming weeks.
This round of direct-to-consumer advertising is targeting parents’ myopia education. The organization hopes to continue to raise awareness and deepen the education around the need for myopia management. With upcoming holiday times often coinciding with use of health care benefit spends, GMAC hopes to drive the urgency for parents to prioritize their children’s eye health.
While the primary goal of the campaign is to make parents more aware of myopia management, the organization also hopes that ECPs will share these resources with their own patient bases. Practitioners who offer myopia management can follow the influencers and share this content on their own practice channels directly to reach their audiences.