We found a way to create an engaging and surprising mobile experience using existing mobile technology in a whole new way, WITHOUT the need to install, download, or be online. Featuring four real-life Retinoblastoma survivors, our posters used an innovative, highly reflective ink which made the child's pupil appear white in a flash photo. Thousands of posters were distributed in nurseries, doctor’s offices and pediatric sections of major UK hospitals. 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 mobile phone use.

The campaign was picked up in mainstream, medical, tech and parenting press – spreading our message to over 69 million people. Our online video garnered over 900,000 views. And if that wasn’t enough, one of our proudest achievements has been the international reach of the campaign, generating views across all major continents. In particular, the Director of Oncology at Los Angeles Children’s Hospital contacted CHECT, praising the campaign and asking if they could run it.

What’s more, we have demonstrated that mobile is more than just media here – it is the message, it is the response mechanism, the social distribution network and forms the basis of the insight, giving our campaign cultural relevance today.

The Childhood Eye Cancer Trust (CHECT) is a UK charity who provide research, treatment and support for victims of Retinoblastoma – an aggressive, deadly eye cancer that commonly occurs in babies and toddlers. An eye with this deadly cancer looks normal, but appears as a white pupil in flash photos. And today, smartphones mean we’re taking more photos than ever before, giving us our opportunity: detection with a device we all carry, a mobile phone. This was a true first. While smartphone’s can do a lot these days – from keeping us fit to filling in time – never before has mobile been used as a medical tool for the detection of cancer. To raise awareness of this astounding insight, we created a series of mobile-activated posters that not only educated our audience, but let them experience mobile detection for themselves.