Cannes Lions

THE NEXT PHOTO

WUNDERMAN, London / CHILDHOOD EYE CANCER TRUST / 2015

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

Retinoblastoma is an aggressive eye cancer that occurs in babies and toddlers – threatening their sight and lives. The eye tumor can reflect back as a white pupil in flash photos, which means you can detect it with any mobile phone. Early detection is key to saving lives. We wanted to make parents, doctors, nannies and carers aware of this simple detection mechanic, so we created a campaign that let them experience mobile detection for themselves. Our posters invited people to take a flash photo to see what eye cancer looks like. And an innovative reflective ink turned the pupil white in their photo – simulating detection without the use of an app or online connection. The campaign was featured in mainstream, medical and parenting press – reaching over 69 million people, our online demonstration video garnered 900,000 views and like-minded charities overseas reached out to run the campaign.

Execution

Featuring four real-life Retinoblastoma survivors, our posters asked people to take a flash photo to see what eye cancer looks like. The child’s eye appeared normal on the poster, but an innovative, reflective ink made the pupil white in the flash photo.

Thousands of posters were distributed in nurseries, pediatric clinics and waiting rooms across the UK. We then created an online demonstration film, which gained quick traction due to the innovative, newsworthy nature of the campaign, and spread greater awareness of this unique way to use your smartphone.

Outcome

The campaign was picked up in mainstream, medical, tech and parenting press – spreading our message to over 64 million people. It also received 81.8K shares on Facebook and 122K shares on Twitter. Our online video garnered over 900,000 views – without any paid seeding. And if that wasn’t enough, one of our proudest achievements has been the international reach of the campaign. It has generated views across all major continents and prompted like-minded charities to ask to run the campaign themselves – carving out a place for CHECT as a world-leading charity for Retinoblastoma, as well as building and prolonging relationships with a global network.What’s more, the simple poster became something much greater. In this case, it’s now a useful interactive media for medical waiting rooms with genuine utility: educating people on detecting eye cancer using the new format in your pocket – your smartphone camera.

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