To raise awareness of the Childhood Eye Cancer Trust and retinoblastoma – an aggressive deadly eye cancer in children – we created a series of innovative, interactive posters.
An eye with retinoblastoma may look normal, but the pupil reflects white in flash photography. And since everyone has a flash camera in their pocket – their mobile phone – we created posters that showed a normal child’s eye but when photographed with a flash, the eye is suddenly white in the photo. An innovative, invisible, highly reflective ink creates the effect.
The online film had more than 1 million views, the campaign reached over 60 million people worldwide and, after seeing the film shared on Facebook, an Australian mother used her phone to check her 3 month old baby boy’s eyes and discovered a cancer. His life was saved.