LV Prasad announces Whitathon on May 18 at Gachibowli; run focus on childhood eye cancer awareness

Hyderabad: LV Prasad Eye Institute (LVPEI) has announced the return of its annual awareness run, Whitathon, with the 2025 edition scheduled to take place on May 18 at the University of Hyderabad, Gachibowli. The run is part of LVPEI’s continuing efforts to draw attention to Retinoblastoma, a form of eye cancer that affects young children.

This year’s run will also feature a new element: Pearlee, an animated mascot designed to help families recognise the early signs of the disease.

What is Retinoblastoma?

Retinoblastoma is a rare cancer that develops in the retina and is typically diagnosed in children under five. One of the early and visible signs is a white reflex in the pupil known medically as Leukocoria, which often shows up in photographs. Other signs may include crossed eyes, poor vision or swelling.

The cancer is highly curable when caught early, and vision can often be saved. But in many cases, diagnosis is delayed, either due to lack of awareness or limited access to healthcare, leading to more invasive treatment, loss of vision or even life-threatening complications.

Dr Swathi Kaliki, who heads the OEU, Institute for Eye Cancer at LVPEI, emphasised the importance of timely diagnosis.

“When identified promptly and in the early stages, Retinoblastoma is highly curable and can save the vision of numerous young lives,” she said.

A mascot with a message

To make early detection more relatable and easier to understand, LVPEI introduced Pearlee, the new official mascot of Whitathon. Designed as a child-friendly figure, Pearlee has a white reflex in one eye, the telltale symptom of Retinoblastoma. The mascot will be used in educational material, especially targeted at parents, caregivers and school communities.

Organisers hope Pearlee will play the role of ‘ambassador, advocate, buddy and motivator’ for young patients and their families while reinforcing the message of early medical attention.

Running with purpose

The Whitathon run is open to all and includes a range of categories: a 21 km half marathon (a new addition and a qualifier for the NMDC Hyderabad Marathon), 10 km and 5 km competitive runs, and 5 km and 3 km fun runs for beginners and families.

Participation fees go toward free treatment for underprivileged children diagnosed with Retinoblastoma, as well as research into better treatment methods. According to LVPEI, more than 3,000 children have received treatment free of cost through funds raised by the Whitathon over the years.

While 90 per cent of children treated have survived, only 45 per cent were able to retain vision, due in large part to late-stage diagnosis.

Community and cure

By combining a public fitness event with education and fundraising, Whitathon offers a model for community-driven healthcare advocacy. Organisers say the run is not just about raising money but also about changing how quickly and confidently families seek help when they notice something unusual in their child’s eyes.

Registration for Whitathon 2025 is open now through LVPEI’s website and social media pages.