The Childhood Eye Cancer Trust is using World Sight Day to launch a multichannel campaign to raise awareness of retinoblastoma (Rb), a relatively unknown, rare and aggressive eye cancer that affects babies and children.
Developed by Wunderman and illustrated by artist Peter Clayton, the campaign features the character ‘Dot, The Uninvisible Friend’ and aims to educate parents about the disease and its symptoms by making the ‘invisible visible’.
Children with Rb often appear perfectly healthy, which can lead to delays in diagnosis. However, they can begin to lose their sight with the tumor impairing their vision. Due to their age, they are not always able to communicate this to their parents, believing it to be normal.
To launch the initiative a large Dot blimp will fly in East London’s Old Spitalfields Market, offering a visual representation of what the world may look like to a child who is losing their sight to Rb.
This is being supported by a data-driven campaign which will also use on-street digital displays and geo-targeted Facebook ads that have been created using eye-tracking data, directing passers-by to search for the Uninvisible Friend online.
The campaign website features the dynamic story of Alice and Dot. The story (along with the symptoms of Rb) reveals itself as users scroll via the website’s smart interactive design.
Vision Express, a longstanding supporter of the charity, has put a ‘Dot’ on the lenses of all the glasses in the children’s section of its Oxford Street store, raising awareness by making Dot be seen.
Childhood Eye Cancer Trust chief executive Patrick Tonks said: “A child is diagnosed with Rb every week in the UK, yet most people have never heard of it. Early diagnosis can help to save a child’s eyes, sight and life and so today, on World Sight Day, we urge all parents to take a minute to read Alice and Dot’s story so that they can spot the signs.”
Wunderman UK executive creative director Abi Ellis added: “Cancer is scary for anyone, but even more so when it involves our kids. Our aim with this campaign is to help parents learn about Rb in a non-frightening and creative way, by making the invisible visible. We hope it will have a positive effect for the charity as well as families around the UK.”
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