Childhood Eye Cancer Trust: advert-body-3 by Wunderman UK

Wunderman UK has launched a new social media campaign for its pro-bono charity of choice The Childhood Eye Cancer Trust (CHECT).The new campaign, called ‘Look Sharp’, uses the power of social influencers to raise awareness of retinoblastoma – a rare but aggressive and deadly eye cancer that affects babies and toddlers. 70% of cases result in one or both eyes being removed if the cancer is not detected early enough.

To support ‘Look Sharp’, Wunderman UK has lined up a host of influencers to take part. The influencers will upload blurry images to their Instagram feeds that will look like they’re loading, but actually reveal a message over the blur stating ‘Kids can’t see eye cancer, but you can.’ The blurred image will then load to reveal a picture of a young child affected by retinoblastoma, revealing a key sign and symptom of the horrific disease - a glowing white eye taken with a flash photograph. The copy will then encourage parents to #LookSharpForRb on social media, pushing the message that ‘checking eyes saves lives’.

In addition to the influencer campaign, Wunderman UK has created a suite of digital assets, which will be distributed across CHECT’s owned channels. Vision Express is also pushing out the message to #LookSharpForRb with an in-store competition asking customers and passers-by to snap a poster that recreates the white glow of Rb. Snappers will be invited to share their image with the hashtag on social media. A series of random winners will be identified throughout the week and given free eyewear frames.