Ramathibodi Foundation: Calendar of Life

Ramathibodi Foundation, which has been helping impoverished cancer patients since 1969, wanted to raise funds to help treat and support underprivileged patients to improve their life expectation and quality of life.For Cancer Patients who don't receive the medical treatment or care needed, their time becomes much shorter than others.The Ramathibodi Foundation through BBDO Proximity Thailand decided to demonstrate how short the patient's life could be if they didn’t get treatment.
Calendar of Life, the calendar that shows that when left untreated, cancer patients sometimes do not have as many days as the rest of us. The Calendar of Life was designed to be adjustable. The length of each calendar was adjusted according to the life expectancy of each patient. We printed and attached the code of every patient on the treatment waiting list to a calendar and adjusted the calendar length to reflect the estimated life expectancy of each patient. The Calendar of Life was sent to the foundation’s donor data base and also to members of the general public. People were encouraged to donate by contacting the foundation via the number on the calendar. Every donation helped cancer patients receive necessary medical treatments, bringing more joy and days to their lives.

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