Childhood Eye Cancer Trust shows parents how flash photography can detect eye cancer with interactive poster campaign

To alert parents to this Wunderman has created a series of four posters which invite the public to take a picture of the poster with their smartphone. Using a reflective ink the pupil of the child’s eye shown in the poster appears bright white in any photographs taken, contrasting the seemingly healthy-looking eye in the poster.

“This a great opportunity to raise awareness of the signs of retinoblastoma in an exciting and engaging way that will leave a lasting impression on those that see it. The information they take away could save a child’s life,” said Joy Felgate, CHECT chief executive.

Matt Batten, chief creative officer at Wunderman, added: “We're always trying to find innovative ways to catch someone's attention. Here we show that innovation doesn't always have to be some form of complex digital technology to create a moment of connection and a meaningful experience.

“As a parent, doctor or carer of kids, it's very impactful to think that you just looked into the eye of a real child who survived this terrible cancer. And you were able to have a first-hand experience of what to look for in your own loved ones, or those in your care.”

The posters will appear in GP offices, baby clinics and childcare centres, a video demonstrating how the reflective ink works will also run on the CHECT YouTube channel.

The campaign encourages people to share photos of their own children and the demo video YouTube link on Twitter and other social channels using the hashtag #haveyouCHECT.