CHEMO SCARF STORIES

Описание: BACKGROUND

Abrace is one of Brazil's biggest NGO's that treats children with cancer, with a national influence and partnership with international brands (such as McDonalds).

In 2016 they're celebrating 30 years of operations in Brasília, Brazil's capital. We were tasked to develop an activation that would celebrate the anniversary and:

1. Raise donations;
2. Show the actual patients (kids) that it is possible to overcome the disease and have a better life;
3. Give donors a reason to keep up with Abrace and to keep track of their support;
4. Raise awareness.

With absolutely no money and a lot of partners, we created a campaign that covered all the 4 key points from the brief and united ex-patients with patients.

IDEA

Cancer is an autoimmune disease developed by our own body. And, paradoxically, our own body is responsible for the cure.

We know that a positive mindset is proven to play a key role during the treatment as your body physically responds to any mental stimulation. So we figured a way to literally place positiveness on the heads of kids with cancer.

Chemo Scarf Stories is a movement where ex-patients were invited to write down their positive stories in personalized scarfs used on the head by patients. We collected hundreds of stories from ex-patients via our facebook page and invited them to handwrite the stories in a blank scarf.

The scarfs were then filled with aquarela illustrations representing key elements from each story, and at the launch day the authors gave each scarf to a kid under treatment, beginning what has become now a movement.

STRATEGY

We used Social Media to collect the stories, an event to launch the campaign, a website to promote all the stories and the project itself and built an exhibition to be placed in several points across the city.

This exhibition is one of our key elements as it is a beautiful product that brings a good cause, so we got lots of partnerships and brands interested in bringing our exhibition to their venues, such as Shopping Malls, Government buildings and hospitals.

EXECUTION

Everything is handmade and colorful, just like every positive story written. So besides being a page of a beautiful life book, they are beautiful design pieces to use as caps, with the colorful patterns.

Exhibition points were installed around the city where people could purchase a story, passing a chemo scarf forward. The purchase was also available via our website, where people could scroll through all the stories and learn more about the patients.

The scarfs illustrations and the photographer of the campaign are also ex-patients.

We handmade produced 200 scarfs for the first slot, and are producing 500 more for further exhibition and donation points.

RESULTS

The scarfs with positive stories have a placebo effect and became part of the treatment from kids in several hospitals, including HCB - Brasília's Children Hospital.

Abrace is recognized as a top of mind NGO that treats kids with cancer in Brasilia and #5 in Brazil.

We collected hundreds of stories and the project got massive national coverage with an estimated earned PR of $200,000, allowing us to raise almost 500% in donations compared to 2015 within only 2 weeks.

People are contacting Abrace to buy the scarfs so we expect to give away more than 10k scarfs by the end of this semester with prices varying between 2$ and 50$.

Chemo Scarf Stories became a movement with celebrities that keep sending stories and patients that keep getting better results.