InsightCHECT wants to raise awareness on Retinoblastoma (Rb), an aggressive eye cancer that can blind children if diagnosis is too late. It's hard for parents to spot symptoms of the rare disease, as children may appear healthy and can't communicate their symptoms - a factor that delays diagnosis.
IdeasWe launched a multichannel campaign comprising digital, DOOH, geo-targeted ads, eye-tracking data and experiential activity. The main channel is a website that tells the story of Alice, a real sufferer of the disease, and Dot, her 'Uninvisible Friend'. Through her story, Alice guides parents on how to spot early symptoms which might help save the child's sight.
ImpactThe Uninvisible Friend campaign for CHECT launched on World Sight Day, 11th October 2018. Stay tuned for the campaign results, to come later this year.