For the second year in a row, journalist couple Daiana Garbin and Tiago Leifert carry out the campaign Keeping an Eye on Our Eyes, signed by the agency Ogilvy Brasil. The action seeks to raise awareness and raise awareness about retinoblastoma, an eye tumor that affects children between 0 and 5 years old. The couple’s daughter, Lua, now almost 3 years old, was diagnosed with this type of cancer when she was 11 months old and continues to undergo treatment. Due to a lack of information about the disease, the couple decided to create the campaign to promote early diagnosis and eye health in children.
Tiago and Daiana discovered Lua’s retinoblastoma when it was already at a stage considered advanced. The video posted by the Leifert family on Instagramin January 2022, moved millions of Brazilians.
What we would have liked most was to be surfing the internet and have access to a video of a couple saying what is happening to their daughter. We want families to be able to reach a diagnosis sooner than we were able to, and that is why it is essential to disseminate information and keep an eye on their little ones, says Tiago.
Daiana Garbin also warns about the importance of paying attention to signs, such as a white reflection, the famous cat’s eye or strabismus. The signs are essential to detect not only retinoblastoma, but several other diseases, and early diagnosis can save the vision and lives of many children.
According to data from the National Cancer Institute (INCA), there are between 200 and 250 new cases of retinoblastoma per year in Brazil, and 7,500 to 8,000 worldwide, and the great concern is late diagnosis. In the Support Group for Adolescents and Children with Cancer (GRAACC), there are 12 to 15% of extraocular retinoblastoma, which means an advanced tumor.
When diagnosed early and treated in reference centers, the chance of cure is 90%, but the greatest concern is when the cancer has already left the eye, which we call metastasis. The sooner you identify the disease, the greater the chance of a cure.explains Dr. Carla Macedo, pediatric oncologist at GRAACC.
According to Ministry of Health, the Unified Health System (SUS) offers care, assistance, diagnosis, treatment and monitoring of retinoblastoma cases, in a comprehensive and free manner. For Dr. Cristiano Caixeta Umbelino, president of the Brazilian Council of Ophthalmology (CBO), all children need to undergo an eye test in the first month of life, ideally in the maternity nursery. Families need to be made aware of the importance of ophthalmologic consultation for babies and young children.
Many children go to the ophthalmologist for the first time when they are literate, which is far from ideal and means that eye diseases are not diagnosed and treated early. In addition to retinoblastoma, other eye problems can develop silently in childhood, highlights Umbelino.
For campaign identity Keeping an Eye on Our Eyes, Ogilvy Brasil sought to create visual communication that would draw people’s attention to the topic even more. With a vibrant color palette and the creation of four mascots that represent the diversity of children, the message arrives in an attractive way. In addition to several pieces for social media, educational materials, such as booklets and videos, were developed to bring this information to everyone.
Great to see that the second edition of the campaign Keeping an Eye on Our Eyes grew, making information reach many families across the country. Creatively, it has also expanded, with the animation of mascots, new informative videos and much more media. Contributing to an initiative like this makes all of us at Ogilvy super proud.highlights Claudia Pimenta, Creative Director at the agency.
In this second edition, the campaign has the support of the most important medical entities in Brazil, which are the Brazilian Medical Association (AMB), Federal Council of Medicine (CFM), Brazilian Council of Ophthalmology (CBO), Brazilian Society of Pediatrics (SBP) , Brazilian Society of Oncology in Ophthalmology (SBOO), Brazilian Society of Pediatric Oncology (SOBOPE) and Brazilian Society of Pediatric Ophthalmology (SBOP), in addition to the Department of Ophthalmology of UNIFESP, GRAACC, St. Jude Children’s Research Hospital, Aliana AMARTE, Associao Brazilian Association of Academic Ophthalmology Leagues (ABLAO) and Academic Association of Pediatrics (AAP).
Informative and fun event
This Saturday and Sunday (the 16th and 17th), events will be held with activities for children, a totem for photos and lots of information in nine shopping malls in the ALLOS network: Eldorado Mall and Shopping Taboo, in So Paulo (SP); Via Parque Shopping, in Rio de Janeiro (RJ); Boulevard Shopping, in Belo Horizonte (MG); Shopping da Bahia, in Salvador (BA); Shopping Passeio das guas, in Goinia (GO); Shopping Curitiba, in Curitiba (PR); Manauara Shopping, in Manaus (AM) and Boulevard Shopping, in Belm (PA). Leifert and Daiana will be in person on Saturday (16) at the Taboo and Eldorado shopping malls. In other shopping malls, raising awareness about retinoblastoma will be the responsibility of medical volunteers and other healthcare professionals.
In addition to the physical space, ALLOS will provide electronic media space in 36 of the group’s shopping malls, showing awareness-raising videos to an audience estimated at more than 45 million people. The videos were created by the Ogilvy agency and produced by Hogarth, two companies in the group WPP. Campaign videos will also be shown in 30 movie theaters across the network. Cinemark in So Paulo, Goinia and Vila Velha.
A Electromedia is also supporting the cause, and will display videos and campaign materials on more than 18 thousand screens in residential buildings and 12 thousand screens in commercial buildings throughout Brazil, in addition to shopping malls, lines 1, 2 and 3 of the São Paulo subway , on the subway in Rio de Janeiro and Supervia, and on 100 static screens throughout the streets. Other partners in the campaign are Dasa Genmica, Alta Diagnósticos, Advance Vision, Hasbro, Faber-CastellEuamopapelo, Hotmacon , Oddy, 828 Eventos and Pridea Comunicao.
In the online edition, over the next few weeks, Daiana will perform lives in your non-instagram profile, interviewing doctors. The couple will also publish a digital booklet on signs, symptoms and the importance of early diagnosis of retinoblastoma, which can be easily shared via cell phone, and an Instagram filter will be available for people to share the campaign on social media.
Follow Adnews on Instagram,LinkedIneThreads. #WhereTransformationHappens
