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Pfizer and Kids Kicking Cancer Italy Combat Pediatric Cancer Fears with The Brave Belt

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McCann Health Italy's campaign provides parents with strength to help support their children

Pfizer and Kids Kicking Cancer Italy Combat Pediatric Cancer Fears with The Brave Belt

'The Brave Belt – Stronger Together,' McCann Health Italy’s campaign for Pfizer, in collaboration with Kids Kicking Cancer (KKC) Italia, helps parents of children with pediatric cancer combat their own fear. 

The campaign aims to provide parents with the necessary strength to support their children, since very often in their fight against cancer children are not the weakest ones – their parents are. KKC aims to ease the pain of very sick children while empowering them to heal physically, spiritually and emotionally, using martial arts as therapy. The young patients, thanks to KKC teachings, are taught to help others struggling with illness, as well as their own parents and caregivers, how to “breathe in the light and blow out the darkness.”

KKC Italia created four simple martial arts techniques, ‘breathe,’ ‘concentrate,’ ‘defend’ and ‘react,’ which were symbolically printed on a black karate belt. This belt, given by children to their parents, teaches parents how to cope with their emotions.




“Our purpose is to develop and make accessible innovations that change patients’ life, and this initiative is part of our commitment to patients, that goes well beyond clinical therapies. We chose to support The Brave Belt – Stronger Together entirely dedicated to young cancer patients that must initiate and continue a treatment path with strength and courage,” said Päivi Kerkola, CEO of Pfizer Italy. “This project aims at not only providing psychological support to children, but also to their parents, helping them better handle the fears and the discouragement comprehensibly due to their child’s condition. And the example given by these children becomes a universal message of trust and encouragement for all patients and their caregivers.”


“Though parents feel like they need to be an example of courage for their children, it’s the lessons we learn from children, and their strength in the face of adversity, particularly life-threatening illness, that can be an inspiration to all of us,” said Matt Eastwood, Global Chief Creative Officer, McCann Health. 

The Brave Belt has officially become a support program for parents and children adopted by 25 hospitals in Italy. It also received the endorsement of FIJLKAM (Federazione Italiana Judo Lotta Karate Arti Marziali), the Italian Federation of Judo, Fight, Karate and Martial Arts.



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Agency: McCann Health Italy

Chief Creative Officer: Fabio Teodori

Creative Director, Copywriter: Sarah Amatori

Art Director: Pietro Gigliotti

Client Service Director: Eleonora Morini

Account Manager: Alice Morabito

PR & Communication Senior Account Manager: Dania Copertino

PR & Communication Account: Elena Talpo

Digital Manager: Andrea Nosotti

Production Company: Sator International Group

Director: Bruno Palma

Music: Danilo Caposseno

Genres: People, Dialogue

Categories: Medical Associations, Healthcare and Wellness

MCCANN Worldgroup Italy, Thu, 18 Mar 2021 11:33:28 GMT