St. Jude India ChildCare Centres and Ogilvy Mumbai raise cancer treatment awareness
This disparity between the high number of patients and scarcity of accommodation led to the film conceptualised by Ogilvy and produced and directed by Hungry Films
St. Jude India ChildCare Centres and Ogilvy Mumbai raise cancer treatment awareness
Delhi: St. Jude's India ChildCare Centres aims to offer children with cancer and their families a free, safe, and clean place to stay in the city for the duration of their treatment. They aim to provide holistic support and care along with accommodation, creating a 'home away from home' environment for families.
It’s estimated that 32,000 children will require a place to stay. This disparity between the high number of patients and scarcity of accommodation led to the film conceptualised by Ogilvy and produced and directed by Hungry Films. The film aims to raise awareness among the masses and drive donations to address this pressing issue.
The donations go towards building accommodation in every city, so that one day, no child is forced to abandon their cancer treatment because they don’t have a place to live in the city.
Fritz Gonsalves, Executive Creative Director, and Jayesh Raut, Group Creative Director, Ogilvy Mumbai, said, “When we got the brief for St. Jude India ChildCare Centres, we decided to avoid guilt-tripping our audience by directly showing children suffering. Instead, we wanted to tell an honest and human story, and that’s how we stumbled upon the idea of “The Impossible Choice.” A heartbreaking dilemma, if ever there was one. A big thanks to Mahesh Gharat from Hungry films for making this heart-melter, and a special shout-out to Ricardo from our team for writing this. We really hope that more people get to know about the fabulous job that the St Jude India team is doing and donate whole-heartedly for this life-saving cause.”
Anil Nair, CEO of St. Jude's India Childcare Centres, said, “It is estimated that every year, over 32,000 families with limited means travel to larger cities for their child’s cancer treatment. Many of them are forced to abandon treatment due to the lack of an affordable place to stay. This is tragic since childhood cancer has a high cure rate, provided treatment is supported by a hygienic environment and proper nutrition. This film by Ogilvy India beautifully highlights the difficulties parents face in finding an affordable place in large cities and metros for their child’s cancer treatment.”
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