The strategy to save the eyes and lives of children was based on an insight: if the childhood eye cancer, Retinoblastoma, reflects back as a white pupil in flash photos, then anybody with a camera phone has the technology to detect it. We’ll simply show them how to do it.
To show people that they have the power to detect cancer in their hand, we created smartphone-activated posters of a child’s eyes that prompted the viewer to take a flash photo. A special reflective ink made the pupil appear white in their photo – just as it would with cancer.
Reaching 69 million people via press, plus 1 million views and 200K shares of our online video, our story was picked up by TV stations and like-minded international charities who asked to run the campaign. We turned the smartphone into a handheld cancer detector – no app required.