Wunderman UK has launched a new campaign for The Childhood Eye Cancer Trust (CHECT), which aims to help people spot the early signs of a rare eye cancer called retinoblastoma (Rb).
The new initiative, called ‘I Spy’, is based on the popular children’s game and arrives in conjunction with National Eye Health Awareness Week.
The campaign will roll out across radio and social media, comprising video, audio and stills that highlight Colour, Glow and Squint: three main indicators of retinoblastoma symptoms. Featuring the voices and still images of children, it aims to teach parents how to spot these signs and symptoms after figures from the charity found 86% of parents had either never heard of Rb or did not know much about the devastating childhood cancer.
The supporting survey, of more than 1,000 mums and dads with children aged from birth to six, also found significant confusion amongst parents over the signs and symptoms of the devastating childhood cancer.
The ad draws inspiration from real-life cases, and urges parents to be aware of their child’s eye health and to take them to see their GP or optician if they notice any changes or have any concerns.
Pip Hulbert, Chief Operating Officer at Wunderman UK said: “CHECT is a charity that is close to the agency’s heart, and we’re proud to have supported the cause for a number of years. Losing your sight is devastating, particularly for someone so young, and we hope CHECT are able to use this campaign to educate as many people as possible about the symptoms of the disease and how you can spot it early.”
The work follows on from Wunderman’s ‘Look Sharp’ creative for CHECT. Released in May 2017, 'Look Sharp’ ran during Retinoblastoma Week and relied on Influencers uploading blurry photos to social media in order to highlight the effects of the illness.