HOYA Lens UK launches ‘Open Their World’ campaign

HOYA Lens UK launches ‘Open Their World’ campaign to raise awareness of myopia management and MiYOSMART

HOYA Lens UK has announced the launch of Open Their World, a new multi-channel campaign designed to highlight the life-changing potential of myopia management with MiYOSMART spectacle lenses. Timed to coincide with the key autumn school term, the campaign will run throughout September and October and into early November 2025.

Open Their World centres on two newly produced short films, each telling the story of a child whose world has been expanded thanks to the proven myopia control effect of MiYOSMART. One film follows a school setting, the other leisure time — together showing how improved vision can unlock confidence, nurture talent, and enhance everyday experiences.

The campaign also underscores the extensive clinical evidence behind MiYOSMART, including the recently published Eight-Year Follow-Up Study¹ confirming the lens’ long-term effectiveness. This is the longest-running myopia management spectacle lens study to date and adds to the already robust evidence base supporting MiYOSMART.

Open Their World will be delivered through targeted social media advertising across Facebook, Instagram and YouTube, complemented by a national PR push and a partnership with Primary Times magazine, reaching over 1 million parents across the UK.

To support their independent customers, HOYA is making campaign assets available for practices to use in their own local marketing – including video ads, social posts, template patient letters and press releases. Materials can be accessed via your HOYA Business Development Manager or by emailing marketing@hoya.co.uk.

MiYOSMART spectacle lenses have been shown to slow myopia progression by an average of 60%², providing a clinically proven solution for managing this growing condition in children. With Open Their World, HOYA aims to bring this message directly to parents at a critical time for their child’s health and wellbeing.

Here is the Campaign Tool Kit MS Open Their World 2025 Marketing Guide – FINAL