We printed T-shirts with special light-reactive inks, designed to only illuminate with a smartphone camera flash, making it a unique sharable on social media.

Our campaign all started with a shirt. But this isn’t just any shirt: Using special light reactive ink, the shirts’ message, “Light Changes Everything,” only illuminates with a camera-phone flash, making it a unique sharable on social media. Social influencers donned one of the 4 shirt variations on their feeds for the cause, and the 600k-strong JJ community on Instagram featured it as a special prize.

Since the campaign just launched, it is too early to provide a comprehensive summary of results, but we request to submit them at a later date if this is permitted.