CooperVision Canada announced that popular Québec pop singer, businesswoman, actress, television and radio host Mitsou Gélinas has become their new spokesperson for a campaign to raise awareness about myopia in children.

This new campaign featuring Mitsou will focus on the causes and treatment options for myopia in children. Spanning several weeks, the campaign will consist of advertising buys and interviews in local Québec media, as well as content sharing across CooperVision’s and Mitsou’s social media platforms. The goal of this partnership is to not only build awareness on the short and long-term effects of children’s myopia, but also educate Québec parents about the impact that habits adopted during the pandemic could be having on the eyes of Canadian children.

According to a recent survey by CooperVision Canada and Maru/Blue, 59% of Canadian parents reported their children under the age of 14 were spending more time doing activities that require near vision compared to before the pandemic. Experts believe this increased use of near vision could have long-term negative effects on the eye health of Canadian children.

“I was thrilled when CooperVision Canada reached out to me asking if I would like to collaborate with them. Children’s myopia is a cause that strongly resonates with me because my family and I all have eyesight problems,” said Mitsou. “I’ve seen my kids with their eyes stuck to their electronics during the pandemic and as a parent, I was naturally worried. I’ve learned a lot while working with CooperVision and I’m looking forward to sharing all this knowledge with Québec parents in the coming weeks.”

“It is no surprise that over the past year and a half, children have been using their near vision more than before the pandemic, so it is critical to remind parents of the importance of getting their kids’ eyesight checked before they begin school,” said Dr Langis Michaud, optometrist, professor, and dean of the University of Montreal’s optometry school.

“As a new school year is about to begin, we were delighted to be able to partner with Mitsou and tap into her popular and credible voice to remind parents that an eye exam to check their children’s eyesight should be part of the back-to-school to-do list if they want to set their children up for success,” said Enrique Contreras, Country Manager for CooperVision Canada.

Click HERE for the full press release. 

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