ANESSA Launches Sunshine Project to Promote Outdoor Play and UV Protection for Children in Asia

ANESSA, the No. 1 suncare brand in Asia from Shiseido, has launched the article Sunshine Project, an initiative aimed at promoting children's holistic well-being by safely harnessing the power of the sun. The project, which will initially begin in Japan and eventually expand to 12 Asian countries and regions, aims to directly reach over 300,000 children cumulatively, including related initiatives, by 2030.

The Sunshine Project was launched in response to the World Health Organization (WHO) guidelines, which recommend that children spend at least 7 hours per week playing outdoor, to maintain good health. However, a survey revealed that less than 50% of children in China, Japan, Thailand, and Vietnam meet this requirement.

Why this matters: The increasing rates of myopia and decreased outdoor play among children have significant implications for their long-term health and well-being, potentially leading to increased healthcare costs and decreased quality of life. By promoting outdoor play and UV protection, initiatives like the ANESSA Sunshine Project can help mitigate these issues and create a healthier future for children in Asia.

Spending at least two hours outside each day can help protect children's eyesight and prevent nearsightedness (myopia). Dr. Noha Ekdawi, a pediatric ophthalmologist, notes that "outdoor time is the best form of prevention for nearsightedness." She emphasizes the importance of outdoor play, stating, "To me, it's like, eat your vegetables. You have to spend time outside."

Myopia rates have been increasing rapidly worldwide, with 42% of people in the US and up to 90% in some East Asian countries affected. Dr. Ekdawi has seen a significant increase in myopia cases among her patients over the past 15 years, from 1-2 cases to around 50% of her patients.

Research by Ian Morgan and Dr. Pei-Chang Wu has shown that increased outdoor time can reduce the risk of myopia in children. Morgan's study in Sydney found that "the children who reported spending more time outdoors were less likely to be myopic and, we showed later on, less likely to become myopic." Dr. Wu's research in Taiwan demonstrated that increasing outdoor time in schools led to a significant reduction in new myopia cases.

In 2010, Taiwan's Ministry of Education launched a program to encourage primary schools to send students outdoors for at least 2 hours a day, every day. This initiative led to a decline in myopia rates among elementary school students, from a peak of 50% in 2011 to 45.1% in 2015.

The ANESSA Sunshine Project aims to promote outdoor play and UV protection for children in Asia, recognizing the importance of spending time outdoors for children's overall health and well-being. By expanding the project to 12 Asian countries and regions, ANESSA hopes to make a significant impact on the lives of over 300,000 children by 2030, helping to reduce the risk of myopia and promote a healthier lifestyle.

Key Takeaways

• ANESSA launches Sunshine Project to promote children's holistic well-being through outdoor play and UV protection.
• Less than 50% of children in China, Japan, Thailand, and Vietnam meet WHO's recommended 7 hours of outdoor play per week.
• Spending 2 hours outside daily can help protect children's eyesight and prevent nearsightedness (myopia).
• Myopia rates are increasing rapidly worldwide, with up to 90% affected in some East Asian countries.
• ANESSA aims to reach over 300,000 children in 12 Asian countries and regions by 2030 through the Sunshine Project.