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Integrated
Botafogo de Futebol e Regatas: Agencia Africa transforms hair loss into unbreakable hope for young cancer patients
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Sâo Paulo, 28 May 2014 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,Brasil 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.
An exposition with photos of the patients wearing the jewels, taken by a selection of Brazil's top photographers, marked the highlight of the campaign. 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 RelatedEXPERIENTIAL
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