ABOUT

To raise awareness of the Childhood Eye Cancer Trust and retinoblastoma – an aggressive deadly eye cancer in children – we created a series of innovative, interactive posters.
An eye with retinoblastoma may look normal, but the pupil reflects white in flash photography. And since everyone has a flash camera in their pocket – their mobile phone – we created posters that showed a normal child’s eye but when photographed with a flash, an innovative, invisible, highly reflective ink suddenly makes the eye white in the photo.
The posters distributed around London hospitals and nurseries were the vehicle for an online film that attracted more than 1 million views. The campaign reached over 60 million people worldwide and, after seeing the film shared on Facebook, an Australian mother used her phone to check her 3 month old baby boy’s eyes and discovered a cancer. His life was saved.