When the pavement becomes a cancer ward

Every year, thousands of families from small towns travel to cities like Mumbai to access free cancer treatment for their children. Yet, without affordable accommodation near hospitals, many are forced to live on footpaths under unsafe and unhygienic conditions, all while their children fight for survival.

To shed light on this heartbreaking reality, St. Jude India ChildCare Centres, in partnership with Ogilvy Mumbai, has launched ‘Renu Vs The City’, a campaign that tells a story of resilience, struggle, and hope. At its core is a film that follows Renu Kadam, a young girl living on a footpath near a cancer hospital in Mumbai as she undergoes treatment.

Through her eyes, the film portrays the harsh realities families face in their daily struggle for survival. From securing a safe and hygienic place to stay to walking long distances to access basic facilities, every moment is a battle. For many families, these challenges become so overwhelming that they are forced to abandon treatment altogether and return home.

St. Jude India ChildCare Centres offers a critical solution to this crisis. With 45 centres across 11 cities, they provide free, safe, and hygienic accommodation to children with cancer and their families during treatment. These centres serve as a ‘home away from home’, allowing families to focus on healing instead of struggling to survive on the streets.

Anil Nair, CEO of St. Jude India ChildCare Centres, says, "While cancer treatment has become more accessible and affordable thanks to government schemes, many families still face the challenge of travelling long distances and finding a safe, hygienic place to stay in cities. This film, crafted by the committed teams at Ogilvy India and Hungry Films, sheds light on the struggles of the lesser privileged during treatment."

Fritz Gonsalves and Jayesh Raut, Executive Creative Directors, Ogilvy Mumbai, add, "Working on a brand like St. Jude India ChildCare Centres is truly a privilege. The work that this organisation does is genuinely inspiring. Our sole aim is to raise awareness about the work they do and encourage donations so that the thousands of children who travel to big cities for free cancer treatment are not forced to live on the streets while undergoing treatment."

Despite the incredible work being done by St. Jude India ChildCare Centres, the need remains urgent. An estimated 32,000 children require such accommodation each year, yet many still go without it. “Renu Vs The City” aims to raise awareness about this pressing issue and inspire people to contribute towards expanding the reach of these lifesaving centres.

Every donation helps create a haven where no child must choose between fighting cancer and finding shelter. Together, we can ensure that every child gets the chance to heal and thrive.

Despite the incredible work being done by St. Jude India ChildCare Centres, the need remains urgent. An estimated 32,000 children require such accommodation each year, yet many still go without it. ‘Renu Vs The City’ aims to raise awareness about this pressing issue and inspire people to contribute towards expanding the reach of these lifesaving centres. Every donation helps create a haven where no child must choose between fighting cancer and finding shelter. Together, we can ensure that every child gets the chance to heal and thrive.

Campaign’s take: In a city where dreams jostle for space with despair, Renu Vs The City delivers a piercing look at a brutal urban irony: children beating cancer may still lose the battle for want of shelter. This quietly devastating campaign by St. Jude India ChildCare Centres, with Ogilvy Mumbai, trades sentimentality for stark reality—letting young Renu’s matter-of-fact advice on footpath survival do the heavy lifting. Her suggestions? Sleep with socks to keep rats away, and always have someone guard your belongings. For most metro residents, this is nightmare fuel. For Renu, it’s protocol.

The film doesn’t shout. It shows. And in doing so, it reminds audiences—especially in the advertising and marketing world—that stories that stick don’t always need gloss, just truth. The campaign avoids overt appeals, relying instead on visceral insight: that even when cancer treatment is available, survival depends on shelter, not just chemo.

St. Jude’s 45 centres offer a reprieve, but the demand far outstrips supply. The call to action is implicit, not preachy—amplify, support, donate, rethink. For an industry obsessed with reach and recall, this campaign rewrites the brief: sometimes, impact is measured in dignity, not digits.

Credits:

Agency: Ogilvy

Chief creative officers, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak

Chairperson: Hephzibah Pathak

Chief executive officer: VR Rajesh

President and head of office—Mumbai and Kolkata: Hirol Gandhi
Creative Team: Fritz Gonsalves, Jayesh Raut, Ricardo Vaz, Jatin Sangwan
Account Management Team: Dushyant Kumar, Saurabh Talpade, Shail Thakker
Brand planning team: Abigail Dias, Vinit J

Production house: Hungry Films LLP

Director: Mahesh Gharat