CHECT launches ‘Uninvisible Friend’ campaign
The Childhood Eye Cancer Trust has launched a multichannel campaign comprising digital, DOOH, geo-targeted ads, eye-tracking data and experiential activity to tell the story of a girl called Alice and her ‘Uninvisible Friend’ Dot.
The aim is to raise awareness of retinoblastoma (Rb), a relatively unknown aggressive eye cancer that can blind children if diagnosis is too late. According to Patrick Tonks, chief executive of CHECT, “a child is diagnosed with Rb every week in the UK, yet most people have never heard of it.”
The campaign included a large ‘Dot’ blimp flying in East London’s iconic Old Spitafields Market on World Sight Day, offering a visual representation of what the world may look like to a child who is losing their sight to Rb. Passers-by will be pointed to the campaign website, where they’ll be able to read the dynamic story of Alice and Dot.
To educate parents on Rb, the website features Alice, a real sufferer of the disease, where she tells her story and guides readers on how to spot early symptoms which might help save a child’s sight.
Abi Ellis, our Executive Creative Director, said: “Our aim with this campaign is to help parents learn about Rb in a non-frightening and creative way, by making the invisible visible.”
Check out the website and spread the word!