4th December 2024: ENTOD Pharmaceuticals has successfully concluded its extensive participation in the National Myopia Week 2024 #AllEyesonMyopia Campaign, held from 14th to 20th November. As a key supporter of this initiative, ENTOD led impactful activities across India to address the alarming rise in myopia. The campaign, spearheaded by the MATANAND Welfare Foundation and the Strabismus and Paediatric Ophthalmological Society of India (SPOSI), brought together medical experts, educators, and communities to emphasize prevention, early detection, and better management of this growing health concern.
The campaign reached over 5 crore (50 million) people across India, including parents, teachers, children, and healthcare professionals. Across 400 districts, 2,000 ophthalmologists conducted awareness programs, including free eye check-ups and myopia awareness sessions in 200 schools, directly benefiting over 50,000 students.
Awareness drives in 250 eye hospitals and clinics engaged 1,00,000 patients and families. Over 100 myopia awareness rallies, organized in collaboration with leading eye institutions, created meaningful local engagement and strengthened the campaign’s impact.
On digital platforms, the campaign saw significant traction. Collaborations with 100 social media influencers, including parenting and health experts, amplified awareness, while 60 eye doctor influencers registered on the official campaign website. More than 150 reels and 500 stories were shared across social media, boosting outreach. The hashtags #AllEyesonMyopia, #NationalMyopiaWeek and #Entodpharma trended prominently on X (formerly Twitter), reaching millions of users. #AllEyesonMyopia alone trended at Number 2 with over 3,380 tweets in a day and a total reach of 1.8 crore (18 million). Similarly, #NationalMyopiaWeek and #Entodpharma gained substantial engagement, trending with millions of impressions over multiple days. Adding a creative touch, the campaign’s theme song was released globally on platforms like Spotify, Apple Music, and YouTube Music, enhancing public engagement.
Efforts extended to remote regions, including Kashmir, where awareness activities in 18 schools and eye clinics reached underserved communities. The campaign’s impactful journey has been documented by a leading Hotstar production team, with a documentary on the mission and initiatives set for release in early 2025 on the Hotstar OTT platform, expected to be viewed by over 30 million people in India. Myopia, or nearsightedness, is a common refractive error that causes blurry distance vision, typically developing during childhood. It is influenced by genetics and lifestyle factors such as prolonged screen time and insufficient exposure to outdoor light.
Recent studies indicate a sharp rise in myopia globally, with projections showing that one-third of urban Indian children aged 5 to 15 will experience myopia by 2030. Alarmingly, the prevalence of myopia among urban Indian children is expected to escalate from 21.2% in 2019 to 48.1% by 2050. High myopia (spherical equivalent ≤ – 6.00 D) significantly increases the risk of irreversible vision loss, making this condition a major concern for public health.
Reflecting on the campaign, Nikkhil K Masurkar, CEO of ENTOD Pharmaceuticals, said, “At ENTOD, we believe in going beyond treatment to create lasting impact through education and awareness. Myopia is a rapidly growing concern, especially among children, and addressing it requires proactive measures. Through this campaign, we aimed to empower families with the knowledge and resources they need to protect their vision. The overwhelming response we received reaffirms our commitment to building a healthier future for the next generation by advocating for early detection, lifestyle changes, and better eye care practices.”
Dr Pankaj Ranjan, MBBS, MS (OPHTHALMOLOGY), MHA, PGDM(DM), Specialty – Cataract, Glaucoma & Ant Segment VMMC & Safdarjung Hospital a senior ophthalmologist and active collaborator in the campaign, added, “The increasing prevalence of myopia, particularly in children, stresses the importance of initiatives like this. Through collective efforts, we were able to reach diverse communities and stress the role of routine screenings, reduced screen exposure, and outdoor activities in managing myopia progression. This campaign has been instrumental in spreading awareness and encouraging early intervention, which is key to preventing the severe complications associated with high myopia.”
The success of National Myopia Week 2024 highlights the importance of united efforts in advancing eye health and creating a healthier future for communities across India.
