Tenpoint Therapeutics has launched its first national direct-to-consumer campaign for YUVEZZI, a once-daily prescription eye drop approved by the US Food and Drug Administration for the treatment of presbyopia.

The campaign, titled Friends of the Presbyopians, uses a cast of hand-crafted puppets to highlight the everyday frustrations and workarounds associated with blurry close-up vision. The campaign is launching nationwide across digital and social channels.

YUVEZZI, a dual-agent ophthalmic solution containing carbachol and brimonidine tartrate, is approved for adults with age-related blurry near vision. Tenpoint said the product is available across the United States, with prescriptions fillable through its e-pharmacy partner PHILRx or local retail pharmacies.

Presbyopia typically begins around age 45 and affects about 128 million adults in the US and approximately 2 billion people globally. It can interfere with everyday tasks such as reading, texting, and checking labels.

The campaign’s puppet characters include a restaurant menu tired of being held at arm’s length, a smartphone weary of being squinted at, and reading glasses exhausted from being misplaced or dropped. Tenpoint said the creative approach is intended to spark conversations about presbyopia and encourage people to speak with eye care professionals.

Henric Bjarke, CEO of Tenpoint Therapeutics, said the campaign represents the next phase of the company’s launch strategy as it builds market momentum. “For millions of adults, blurry close-up vision shows up in frustrating ways every day,” Bjarke added. “Through this campaign, we hope to spark conversations about the impact blurry close-up vision can have on important daily life tasks and encourage people to learn more about YUVEZZI.”

According to Tenpoint, YUVEZZI provided up to eight continuous hours of improved close-up vision in medical studies. The most common side effects reported were headache, impaired vision, and temporary eye pain or irritation upon use.

Source: Business Wire.