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CHECT | Flash Photo Posters Campaign

Flash photography is one of the easiest ways to detect the early signs of Retinoblastoma (Rb) – an aggressive, deadly eye cancer affecting predominantly young children. When a tumour is growing inside a child’s eye, it often reflects back as a white pupil in photos, which can be the warning sign parents and guardians need to ensure a life-saving early diagnosis.

Not only is early detection simple, the tool parents need to see the warning sign is something they carry around with them all day, every day – their smartphone.

So instead of creating posters that told our audience what to look for, we went one step further. We created posters that took them through the experience of seeing eye cancer in their photos.

Our series comprised of 4 posters, each featuring an eye of real a Retinoblastoma survivor, aged between 2 and 5 years old. An innovative, reflective ink turned the pupil white whenever a flash hit the paper. Which meant parents, nannies and doctors had a point of reference they could take away with them, along with the knowledge that the power to save a child’s sight is in their hands.

For more information about CHECT and Retinoblastoma or to make a contribution in support of their cause – please visit their website.