Childhood Eye Cancer Trust encourages parents to check for cancer using smartphones

The Childhood Eye Cancer Trust is pushing the message that parents can use their smartphone cameras to check their children's eyes for early signs of eye cancer, in an integrated poster and digital campaign.

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By taking a photo using a flash, parents can spot the early stages of retinoblastoma, an aggressive form of deadly eye cancer that affects predominantly young children. A tumour in the eye of a child with the cancer will reflect back a white pupil in a photograph taken using flash photography.

The four posters, which will be appearing in GP surgeries, baby clinics and childcare centres across the UK, each feature the face of a real-life retinoblastoma surviver, aged between 2-5. Copy invites parents to take a picture of the poster, with the child’s pupil appearing white in the resulting image, in contrast to its normal appearance to the naked eye.

The trust has produced a video explaining how the ink works and raising awareness of retinoblastoma and how to look for early signs.

Client: Joy Felgate, chief executive, Childhood Eye Cancer Trust

Agency: Wunderman

Creatives: Evan Jones, Stefanie Digianvincenzo

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