Retinoblastoma is a rare form of eye cancer in children which causes over half of them to lose their sight if undetected. For the Childhood Eye Cancer Trust, I led a campaign to help parents spot the signs or retinoblastoma in their children early.
Drawing on a real-life story of a young girl called Alice, the symptoms were brought to life through Alice's story of Dot, her Uninvisible Friend - or the black spot she lived with which only she could see. Through a multi-channel campaign on World Sight Day, we rolled out a number of activations which helped parents see and understand the importance of Dot.
INTERACTIVE WEBSITE
CAMPAIGN
Social posts linked through to a story of Alice and her Uninvisible Friend Dot. Parents could read the story to their children and interact with Dot outside of the story to uncover the more serious facts behind the condition.
We took over Oxford Street's Vision Express and placed a simple small dot on every pair of glasses in the children's section. We brought Alice with us, and started a conversation with parents and children when they too saw Dot in their vision.
A digital poster campaign on wifi units also made Dot visible, and prompted passers by to visit the interactive story. We also took a giant blimp of Dot into central London to block the view of passers by and let them know who Dot was.
We took over Oxford Street's Vision Express and placed a simple small dot on every pair of glasses in the children's section. We brought Alice with us, and started a conversation with parents and children when they too saw Dot in their vision.
A digital poster campaign on wifi units also made Dot visible, and prompted passers by to visit the interactive story. We also took a giant blimp of Dot into central London to block the view of passers by and let them know who Dot was.
AWARENESS
The campaign received lots of earned coverage including Mumsnet's guest campaign, a feature from Mail Online Health and The Drum's campaign of the day, making the uninvisible visible to many on World Sight Day and raising awareness of eye cancer.
Illustration: Pete Clayton