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
Creatives: Evan Jones, Stefanie Digianvincenzo