It's back to school time in the northern hemisphere - which means proud parents everywhere have been whipping out their iPhones and madly snapping away, keen to capture their child's first day at school.
Except for one family.
Last week British mum Julie Apicella share a poignant photo of her daughter Emily on Facebook.
On the left of her post was a photo of her daughter, taken this time last year, and on the right was a photo of the same space - only without Emily.
"School photo time," she wrote in her post. "Obviously someone very special missing - my daughter Emily."
Julie, who wrote the post to in support for Go Gold, a charity that raises awareness of childhood cancers, lost Emily after a three-year battle with cancer.
Her post has now been shared 9000 times, in part because of its impassioned plea to other parents.
"Imagine if your school photo this year is the LAST you will ever be able to take and will just be a memory to remember.
"I have asked my friends and family to change their profile pics to go gold and many have done this and I thank you, those who haven't please consider changing yours , it takes seconds and you don't have to donate any money or your spleen in doing so.
"Nearly everyone on my list has children or family members and this could be your reality in the future 1 in 285 children will get A cancer diagnoses. Raising awareness of symptoms and that childhood cancer is not rare is the first hurdle to jump. And if you think please just give it a rest about cancer the delete friend button is near my name please press."
September is childhood cancer month. To find out more about Go Gold, visit their website.