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Tesco Customers learn about Retinoblastoma
TescoPhotography.com has linked up with the Childhood Eye Cancer Trust to deliver the message: "Red Eye isnt a problem, White Eye could be" TescoPhoto customers all over the world will see the image of Leo Pezzente and learn about Childhood Eye Cancer at www.tescophoto.com About Retinoblastoma Retinoblastoma is a very rare eye condition affecting on average one family a week in the UK. Retinoblastoma or Rb as it is known, is a cancer of the growing cells in the retina and affects mostly children under the age of five. Treatment options are varied and includes; chemotherapy, radiotherapy, laser and cryotherapy to kill the tumour (or tumours) in the eye. The removal of the eye is also a form of treatment and for many children this is the only option available if Rb is often not detected early enough. The Warning signs The white reflection often picked up in photograph is called leukokoria; when a tumour is present in the eye it prevents the lights of a camera's flash from reaching the back of the eye for processing by the retina. The flash can create a white eye effect due to the tumour or tumours instead of the familiar red eye effect that we often see in a healthy eye. The following diagrams, courtesy of Daisy's Eye Cancer Fund (DECF), display this message in more detail:   More about the Tesco campaign The commercial team at Tesco's head office contacted the Childhood Eye Cancer Trust to develop an on-line campaign for their Photography homepage. Thanks to the amazing efforts of the Pezzente family (see later), the leukocoria reflex, and the message "Red eye isn't a problem white-eye could be" is now firmly in the public domain. On average tesco photo.com receives 5200 daily visitors. An astonishing number of visitors will learn about the signs and symptoms of Retinoblastoma. We would like to thank everyone at TescoPhoto for their hard work in producing this very special project.  More about LeoWhen Remo and Maria Pezzente spotted a white hue in their child's eye in a photograph they immediately searched for more information. Daisy's Eye Cancer Fund website provided an answer when they recognised their son's symptoms. Taking their son Leo and the photograph to Hospital in Toronto resulted in a rapid diagnosis, in short; "the photographs might very well have saved his life". Leo was diagnosed with trilateral retinoblastoma, an extremely rare form of the condition, and is currently receiving extensive treatment in Canada. Leo was treated at the Hospital for Sick Children in Toronto by the amazing Drs. Brenda Gallie, Helen Chan and Elise Heon. Maria was so grateful to the team of specialists that she wanted to help raise awareness of this little known condition. Since Leo was diagnosed she contacted DECF and the Childhood Eye Cancer Trust to let them know that she was carrying out her own awareness raising activities by writing over 900 letters to organisations across Canada and North America! Maria wanted to specifically target the photographic industry. By sending Leo's picture along with a powerful message; tumours can be spotted in a photograph, she started a world wide campaign. Maria is thrilled with the outcome and "hopes that something positive can come from Leo's diagnosis".  Leo has had a year of invasive treatments and is well on the road to recovery. You can tell from this latest photograph that he is a lively and energetic toddler. We wish Leo well on his road to recovery and we would like to thank the Pezzente family for their unfaltering efforts to get this message across to the public and for their commitment to take their campaign across the globe. Click here to Find out more about the signs of Rb and information on how to get help. |
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