The Boy Who Always Misses

In China, a child’s name carries a parent’s hopes for their future, yet that future depends heavily on sight. With myopia often deprioritised in early childhood, many parents underestimate how poor vision can affect a child’s growth and development.

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Launched on National Eye Care Day, this integrated campaign for Johnson & Johnson Vision Care brought the issue to life through a series of children’s books. As each story unfolds, the illustrations gradually blur, allowing parents and children to experience firsthand what living with myopia feels like, and why early eye care matters.