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Wunderman - Toronto

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CHECT
U.K.

RETINOBLASTOMA DETECTION AND AWARENESS

Your next photo could save a child’s life.
  1. CHALLENGE

    How could we get the word out about a disease that people don’t know exists?

    In very young children, Retinoblastoma is a deadly eye cancer that’s actually easy to detect. An affected eye may look normal, but in flash photos a cancerous pupil looks white.

    We found a unique way to show that everyone has the power to save a child’s life... in their pockets.

  2. WORK

    We distributed specially printed posters to thousands of hospitals, doctors’ offices, and nurseries.

    Featuring closeup photos of the eyes of Retinoblastoma survivors, parents were encouraged to take flash photos to see what eye cancer looks like.

    Printed with an innovative ink, the posters made a normal black pupil turn white in flash photos - literally showing our audience how to detect this cancer and save a child’s life.

  3. RESULTS

    • International media coverage
    • Total reach over 64 million people
    • 900,000 video views—without paid distribution
    • 200,000 social shares
How photos can detect retinoblastoma eye cancer

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