Promoting Healthy Vision in Children Through the Use of Social Marketing

Abstract

Over twenty percent of American school children have a vision problem, and this rate is markedly higher for children from lowerincome backgrounds [1]. The most common problem affecting vision is refractive error. Left untreated, refractive errors can worsen over time and may lead to more severe vision problems including amblyopia (“lazy eye”). Amblyopia is the leading cause of vision loss in children, however, this condition is correctable with early detection and prompt treatment [2,3]. In addition to possible vision loss, untreated vision problems can have a far-reaching effect on children, including emotional and developmental problems and even compromised professional productivity later in life [4]. In addition, researchers suggest that unaddressed vision problems may impact children's ability to learn effectively, which may prevent them from reaching their maximum academic potential [5]. Early detection, timely follow-up, and treatment are therefore essential in promoting healthy vision in children. Raising parents’ awareness of this critically important child health issue should be addressed through a social marketing approach in concert with more established forms of health communication that are currently taking place.