Nova Eyewear, the global eyewear brand from the house of Vision Rx Lab has flagged off its “Put an end to #Myopia,” campaign on World Sight Day, which is widely observed on the second Thursday of October each year to raise awareness on short-sightedness affecting the world population.

This year Nova in its fresh campaign urges everyone to reduce the burden of Myopia by taking necessary precautions and solutions to ensure healthy vision.

Last year through their Say No to #Junk light, campaign Nova had advised people to use blue light protected glasses while using any electronic gadgets to stay protected from the ill effects of harmful blue lights emitted by digital screens. This year the brand through “Put an end to #Myopia” campaign, Nova Eyewear draws attention to a disease like Myopia which if unchecked at an early stage can lead to the poor vision which would adversely affect a healthy lifestyle. With regular eye-checkups and corrective lenses, the progression of myopia can be checked. Nova Eyewear offers a wide range of advanced eyewear solutions in vision single vision, bifocal and progressive in all frame styles and sizes to meet varying visual needs and requirements, aiding clear and comfortable vision.

As per research by Vision Impact Institute, around 12.1 million school children across the globe suffer from some form of vision problem and 30pc of the children have an uncorrected vision. Also, it is predicted that by the year 2050, 1 billion people could be affected by Hyper Myopia and 5 billion people could be affected by Myopia. Nova Eyewear has embarked on a mission to propagate healthy vision and hence its campaign addresses an important issue plaguing eye health. The campaign is active across all digital platforms of Nova Eyewear such as Instagram, Facebook, Twitter etc. on World Sight Day.

Ms Pammi Jamalpuria, VP-Corporate Marketing, Vision Rx Lab, pioneer of international eyewear brand, Nova Eyewear said, “Myopia or short-sightedness is not new but lack of awareness and proper action have to lead to an increase in its percentage globally. As a leading brand in the eyewear industry, it is our responsibility to create awareness of such a global issue. With regular eye check-ups and corrective lenses, we could check the progression of the disease. Let’s all pledge to create a healthy world by ensuring healthy vision.”