Retinoblastoma is an aggressive, deadly eye cancer in children. An affected eye may look normal, but the tumour reflects back as a white pupil in flash photos This means everyone has the tool to detect this hidden cancer in their pockets. Combining an innovative, highly reflective ink with existing mobile technology, Wunderman created an interactive poster campaign that didn't require the use of an app. Instead, the posters simply instructed people to take a flash photo and see the cancer for themselves. Though the eyes look normal in the posters, the pupils appear white in flash photos, just like retinoblastoma. The posters were distributed in nurseries and doctor's offices across London, and in the pediatric section of major UK hospitals, to reach parents of young children, and professionals unfamiliar with retinoblastoma. An online film extended the campaign's reach and effectiveness. With over 900,000 views and international press coverage, the campaign reached 69 million people. More importantly, it saved lives.
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