Tenpoint Therapeutics has launched its first national direct-to-consumer campaign for Yuvezzi (carbachol and brimonidine tartrate ophthalmic solution) 2.75%/0.1%, expanding its commercial strategy following the FDA approval of the once-daily prescription eye drop for presbyopia.

Called "Friends of the Presbyopians," the campaign uses a cast of handcrafted puppets representing everyday objects commonly associated with the challenges of presbyopia. Characters including a restaurant menu, a smartphone and a pair of reading glasses humorously describe the inconveniences of being relied upon by people coping with blurry close-up vision.

According to Tenpoint, the campaign is designed to encourage conversations about presbyopia and introduce patients to treatment options beyond reading glasses.

"We are very excited to launch our national consumer campaign for Yuvezzi, which represents the next phase of our launch strategy as Tenpoint continues to build momentum in the market," said Henric Bjarke, CEO of Tenpoint Therapeutics. "For millions of adults, blurry close-up vision shows up in frustrating ways every day. 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."

Tenpoint developed the campaign in collaboration with filmmaker Spencer Susser and a creative team that included veteran puppeteer Ben Bayouth, a finalist on Jim Henson's Creature Shop Challenge. The characters combine handcrafted puppetry with animatronics and will appear across national digital and social media channels.

Yuvezzi, which received FDA approval in January, is the first FDA-approved dual-agent, once-daily ophthalmic solution indicated for the treatment of presbyopia. According to the company, the drop may be used as an alternative to reading glasses or alongside contact lenses or distance-correcting eyewear. Clinical studies demonstrated up to eight continuous hours of improved near vision in some patients, with improvements observed as early as 30 minutes after administration.