CHECT / FLASH PHOTO POSTERS

Retinoblastoma is an aggressive and deadly eye cancer that commonly occurs in very young children – sometimes from birth. Many children lose their eye, some lose both eyes, and others can die if the tumour spreads along the optic nerve.

Early detection is the key.

Surprisingly, we all have the tool to detect retinoblastoma in our pockets – the mobile phone. Because the tumour reflects back as a white pupil in flash photography.

To raise awareness, we used an innovative invisible ink to create posters that allowed parents, nurses, doctors and carers to experience first-hand what to look for.

The posters featured real cancer survivors. Although their eye appeared normal in the poster, when photographed with a flash, the pupil suddenly appeared white.

Our campaign was supported by a demonstration video – which was featured in mainstream, tech, parenting and health press, reaching over 39 million people and hitting more than half a million YouTube views.