Campaign India Team
Apr 05, 2024

Ogilvy assists St. Jude’s India Childcare Centre in appealing for donations

Titled “The impossible choice”, the campaign is produced by Hunger Films and tackles the accessibility of cancer treatments across cities in India.

Ogilvy Mumbai has launched a campaign to raise awareness among the masses about the vulnerability of families with children suffering from cancer.
 
According to Anil Nair, CEO of St. Jude's India Childcare Centre, 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. 
 
St. Jude's India ChildCare Centres offers children with cancer and their families a free, safe, and clean place to stay in the city for the duration of their treatment. While they have 45 centres across 11 cities in India, they can currently house 500 families every day, leading to an overwhelming disparity.
 
With an aim to drive donations for the cause, they joined hands with Ogilvy Mumbai to conceptualise a campaign “The impossible choice”. An absolute heart-melter, the campaign aims to get more people to know about the efforts St Jude is putting in and convince them to support this life-saving cause whole heartedly. 
 
Hungry Films has produced and directed the film.
 
Campaign’s take: The film will bring a lump to the throat of everyone watching it, both because of the subject matter and the way it has been treated. Using real people to tell real stories is always impactful. We hope it will succeed in its purpose. The donation link is embedded on their website.
 
Credits:
CCOs, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
ECD: Fritz Gonsalves GCD: Jayesh Raut
CDs: Ricardo Vaz, Vaibhav Paradkar
Creative supervisor: Jatin Sangwan
Sr. VP (Account Management): Dushyant Kumar
MS (Account Management): Saurabh Talpade
VP (Brand Planning): Vinit J
Production House: Hungry Films LLP
 
Source:
Campaign India

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