During cancer treatment, hair loss can damage the morale of patients, and in particular children. For GRAACC – Children’s Cancer Hospital, this symbol of weakness was turned into the symbol of unbreakable hope, a diamond.
The integrated campaign, created by international creative agency Africa, set out to inform people of the hospital’s treatment of children and adolescents with cancer beyond a simple call for help. To do this, the hair lost by patients during their treatment was compressed, creating diamonds. These precious stones were embedded in a jewellery line, designed by renowned jeweller Ara Vartanian.
The pinnacle of the campaign was an exhibition that featured photos of the patients wearing the jewels, taken by a selection of Brazil's top photographer. Using these photographs in print and online ads as well as via other communication routes, created mass awareness and boosted patients’ self-esteem.
The jewellery collection now serves as a source of income for GRAACC.
Title: Unbreakable Hope
Client: GRAACC – Children’s Cancer Hospital/ Ara Vartanian
Executive Creative Director: Sergio Gordilho
Projects Creative Director: Evandro Soares
Creative Directors: Sergio Gordilho / Paulo Coelho / Aricio Fortes
Art Directors: Rafael Gil / Paulo Coelho
Copywriter: Guigo Oliva / Aricio Fortes
Project Creative: Evandro Soares
Project Producer: Mauricio Gessulli
Diamond Producer: Brilho Infinito
Client Services Team: Marcio Santoro/ Evandro Soares / Heloisa Pupim / Mauricio Gessulli / Fabiana Ganut
Planning: Ana Paula Cortat
Media: Luiz Fernando Vieira/ Evandro Soares / Mauricio Gessulli
Print Production: Carla Lustosa / Edson Harada
Photographer: Mauricio Nahas
TV Producers: Rodrigo Ferrari / Leonardo Damasceno
Production Company: Notorious Films
Director: Mauricio Nahas
DOP: Ted Carioba / Neko Freitas
Editing and Post Production: Raphael Enes
Sound Design: Satelite Audio
GRAACC: Dr. Sergio Petrili / Amanda Kartanas / Fabiola Polacchini Carrillo
ARA VARTANIAN: Ara Vartanian / Debora Gentil / Fernanda Cheniaux / Stephanie Fischer
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Categories: Health, Corporate, Social and PSAslbbonline.com, Wed, 28 May 2014 11:42:19 GMT