Myopia, also known as nearsightedness, is the inability to see things clearly unless they are relatively close to your eyes. Childhood myopia rates are increasing and many researchers believe reduced outdoor time and increased near work, including screen time on devices, are part of the problem.
In 2020, as the nation responded to COVID-19 shelter-in-place regulations, we had a hunch families were spending even more time at home and more time on screens. To prove it, the Golin team surveyed more than 2,000 parents on their family’s screen time habits. We also enlisted influencers to recreate their children's favorite video game in real life (IRL) and encouraged gamers to take some time away from the screen to rest their eyes and say #GameOverMyopia.
The survey results were shared with traditional media and distributed through a MAT release, earning more than 347M impressions with 100% key myopia message pull through, with notable coverage by The New York Times. Influencer content was viewed more than a million times and received a 4.73% overall engagement rate.