abraceabrace

Ex-patients helping patients in the battle against cancer.

Abrace is one of Brazil's biggest NGO's that treats children with cancer. In 2016 they're celebrating 30 years of operations in Brasília, Brazil's capital. We were tasked to develop an activation that would celebrate the anniversary, raise donations, show the actual patients (kids) that it is possible to overcome the disease and have a better life and give donors a reason to keep up with Abrace and to keep track of their support.

Cancer is an autoimmune disease developed by our own body. And, paradoxically, our own body is responsible for the cure. We know that a positive mindset is proven to play a key role during the treatment as your body physically responds to any mental stimulation.

So we figured a way to literally place positiveness on the heads of kids with cancer. Chemo Scarf Stories is a movement where ex-patients were invited to write down their positive stories in personalized scarfs used on the head by patients.

We collected hundreds of stories from ex-patients via our facebook page and invited them to handwrite the stories in a blank scarf. The scarfs were then filled with aquarela illustrations representing key elements from each story, and at the launch day the authors gave each scarf to a kid under treatment, beginning what has become now a movement. More than 5,000,000 people have been impacted by the movement so far.

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