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FlashTest is a campaign aimed at increasing awareness of retinoblastoma, the most common eye cancer in children under five, and promoting early detection through a simple cell phone photograph with the flash.
By educating Mexican parents on how to detect the disease themselves by capturing a "white pupil" in photos, the campaign seeks to improve early diagnosis and increase the chances of successful treatment, as retinoblastoma has a high recovery rate of 95% when detected early.
Lead Agency: MullenLowe SSP3 Mexico Chief Creative Officer: Rafa Domínguez “Creaturon” Creative Director: Gerardo Gutiérrez “Ger” Copywriters: Eduardo Gálvez, Mariana Sotelo, Javier Hernández “Chícharo”, Fátima Quiroz “Pachis”, Diana Mendoza Art Directors: Luis Torres, Sofia Valdez, Juan Camilo Contreras, Alejandra García & Frida Martínez PR Director: Edgar Elorza “Fader” Digital Director: Alexis Leyva Creative Advisers: José Miguel Sokoloff, Fabio Brígido Account Management: Yolotzin González, Gabriela Loyo Community Managers: Areli Rodríguez Castro, Oscar Hernandez Zacarias Production Team: Romarico Cibrián (Sí, señor), Rodolfo Romero (Silence Track)
