How Wunderman Used Smartphones To Catch Eye Cancer Early

Wunderman has created interactive posters for Childhood Eye Cancer Trust (CHECT) to show parents that they can detect the early signs of eye cancer in children and potentially save their lives by simply taking their photo.

Flash photography is one of the easiest ways to spot the early stages of retinoblastoma, an aggressive, deadly eye cancer affecting predominantly young children. 

A tumour in the eye can reflect back a white pupil in a photograph, so when a child with eye cancer has their photo taken with a smartphone or camera using a flash a white pupil can appear in the child’s eye in the image.

The series of 4 posters, made using innovative reflective ink, show a close up shot of the eye of a real retinoblastoma survivor aged between 2 and 5 years old.

People are invited to take a picture of the poster on their smartphones. The pupil of the child’s eye will appear bright white in the photo, in contrast to the seemingly healthy-looking eye in the poster.

The posters will appear in GP offices, baby clinics and childcare centres to spread awareness of eye cancer to the people who need to hear it most - parents and carers. 

The campaign encourages people to share photos of their own children and the demo video YouTube link on Twitter and their social channels to help spread awareness, using the hashtag #haveyouCHECT. 

CHECT is also asking media organisations to use the #haveyouCHECT hashtag when reporting on the campaign to spread the message further.

The cancer, which develops in the retinal cells, is fast growing and detection can save the child’s life and possibly prevent removal of the eye.

The campaign, which launches today, Monday, December 8th, aims to demonstrate to parents that the tool they need to see the warning signs is something they carry around with them all day, every day – their smartphone.

Childhood Eye Cancer Trust, originally called the Retinoblastoma Society, was formed in 1987. The organisation’s work towards battling eye cancer disease includes providing comprehensive support to families, researching ground-breaking genetic discoveries and raising public awareness.

Joy Felgate, CHECT’s chief executive, said: “This a great opportunity to raise awareness of the signs of retinoblastoma in an exciting and engaging way that will leave a lasting impression on those that see it. The information they take away could save a child’s life. We are very grateful to the team at Wunderman for their inspirational work on this campaign.”

Matt Batten, Chief Creative Officer, Wunderman UK, said: "We're always trying to find innovative ways to catch someone's attention. 

Here we show that innovation doesn't always have to be some form of complex digital technology to create a moment of connection and a meaningful experience.

"As a parent, doctor or carer of kids, it's very impactful to think that you just looked into the eye of a real child who survived this terrible cancer. And you were able to have a first-hand experience of what to look for in your own loved ones, or those in your care."