CHECT’s ads encourage people to put their phones to better use, and help detect and defeat a rare, deadly childhood eye cancer called retinoblastoma (Rb). Rb tumours can develop in the eyes of babies and young children, destroying their vision and threatening their life. The signs of Rb can be very subtle and a child may not appear unwell otherwise, which is why detection is so vital.  
The camera function on a phone can detect Retinoblastoma through flash photography. When a tumour grows inside a child’s eye, it can reflect back as a white pupil in flash photos. This simple sign could save a child’s vision, eyes and life if spotted early. (http://www.wpp.com)