Conde de Valenciana Ophthalmological Institute | FlashTest | MullenLowe SSP3 Mexico
ABOUT:
FlashTest is a campaign to raise awareness about the most common eye cancer among children under five and to promote early detection by encouraging parents to take a simple photograph with a cell phone using the flash.
Retinoblastoma is the most common cancer in children under five years old. If detected in early stages, there is a 95% recovery rate. Symptoms are not obvious until it’s too late, so they are teaching Mexican Mothers to detect the illness themselves by taking a simple flash photo which reveals a “white pupil” – a sign of the disease.
This mobile-first campaign targets a Mothers of young children, based on three cultural insights: They are the main care givers of children in Mexico. They take twice as many photos with their phones than the average person. There is an immense bond of sisterhood among mothers to care for every child.
CREDITS:
Creative Agency: MullenLowe SSP3 México
Chief Creative Officer: Rafa Domínguez
Creative Director: Gerardo Gutiérrez
Copywriter: Eduardo Gálvez
Copywriter: Mariana Sotelo
Copywriter: Javier Hernández
Copywriter: Fátima Quiroz
Copywriter: Diana Mendoza
Art Director: Luis Torres
Art Director: Sofia Valdez
Art Director: Juan Camilo Contreras
Art Director: Alejandra García
Art Director: Frida Martínez
Head of Client Services: Yolotzin González
Head of Client Services: Gabriela Loyo
Director: Edgar Elorza "Fader"
Digital Producer: Alexis Leyva
Producer: Romarico Cibrián
Producer: Rodolfo Romero
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