Valeria Pauli
Designer at Leo Burnett Moscow
Moscow, Russia
TitleCan't be cured
BriefThe fact that the media in Russia almost never talk about people who recovered from cancer, makes the situation worse. 60% Russians admit that they fear cancer and 30% believe it can’t be cured. No wonder that significant number of those diagnosed with cancer fall into apathy and keep postponing treatment in situation where every day counts. Khabensky Charity Fund decided to challenge the status quo and convince people that cancer can be cured. They launched campaign dealing with conditions of different — the people who successfully battled cancer couldn’t get rid of. Inevitable habits, weird phobias, obsessive hobbies — all thing that, as the saying goes, can’t be cured. It’s a long list — but you won’t find “cancer” in it. The heroes #cantbecured campaign shared their stories in series of videos and https://raklechitsa.ru.
Agency
Campaign Can't be cured
Advertiser Khabensky Charitable Foundation
Brand Khabensky Charitable Foundation

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PostedJanuary 2021
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