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Level 28, Pearl Plaza, 561A Dien Bien Phu Street, Binh Thanh DistrictHo Chi Minh City
Vietnam
Basic Info
Founded in: 1981
Network: MullenLowe Global (London, United Kingdom)
Employees: 4500
Awards: 1072
Creative Work: 342
Founded in: 1981
Network: MullenLowe Global (London, United Kingdom)
Employees: 4500
Awards: 1072
Creative Work: 342
MullenLowe Mishra
Level 28, Pearl Plaza, 561A Dien Bien Phu Street, Binh Thanh DistrictHo Chi Minh City
Vietnam
MullenLowe SSP3 Mexico launches Flash Test
A simple photo that can save children’s lives
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.
The campaign was created with the F.A.P. Institute of Ophthalmology Conde de Valenciana I.A.P. and MullenLowe SSP3 Mexico and is accessible across Latin America.
In addition to raising awareness, the Ophthalmology institute offer a free consultation with top specialists in Latin America for those children who end up reflecting the symptoms with the "white Pupil". More information is available here www.retratosquesalvan.com.