The latest campaign from the Childhood Eye Cancer Trust (CHECT), created by Wunderman UK, parodies advertising by popular smart phone manufacturers and urges viewers to use their phones for more than gaming and social media.

Instead, CHECT’s ads encourage people to put their phones to better use, and help detect and defeat a rare, deadly childhood eye cancer called retinoblastoma (Rb). Rb tumours can develop in the eyes of babies and young children, destroying their vision and threatening their life. The signs of Rb can be very subtle and a child may not appear unwell otherwise, which is why detection is so vital.  

The camera function on a phone can detect Retinoblastoma through flash photography. When a tumour grows inside a child’s eye, it can reflect back as a white pupil in flash photos. This simple sign could save a child’s vision, eyes and life if spotted early.

In addition to diagnosis, the campaign suggests viewers go one step further by using their phone to help save the sight and lives of children diagnosed with Rb in future. Viewers simply text “EYES91 £3” to 70070 to donate £3 towards CHECT’s work that aims to defeat this disease for good. 

Joy Felgate, CHECT’s chief executive, said: “Our hope is that our research will mean no child ever has to experience the trauma of losing their eye, their sight, or their life through eye cancer. It’s this mission that drives our research into a cure for the disease.

“Retinoblastoma is one of the most devastating illnesses children and families can face,” Felgate continues. “Many children have to endure the loss of an eye followed by aggressive bouts of chemotherapy, years of examinations under a general anesthetic and prosthetic eye care – which, as you can imagine, is particularly traumatic for a toddler.’

Adds Chris Perry, CEO of Wunderman UK: “Following on from the successful “The Next Photo” campaign, we knew we needed to deliver something extra special for RB week. We hope this campaign can deliver a similar impact ensuring awareness is raised.”