Emotional and memorable VML Santiago campaign that makes visible the mental health of parents who have children with cancer through the launch of its new program.
The Other Patients
A powerful and impactful campaign that shows the unseen childhood cancer patients: parents and caregivers
Client
- Fundación Nuestros Hijos Chile
Office
- Chile
Today, it is more important than ever to talk about the relevance of Mental Health in Parents and Caregivers. For this reason, the campaign also becomes relevant, showing the reality that parents and caregivers live and take charge of the problem through the Mental Health Program.
Josefina Berliner
Director of Fundraising at FNH
The mental health of caregivers and parents of children with childhood cancer is a problem that is not treated since everything is focused on the child's illness. According to the US National Institutes of Health, they develop symptoms similar to those of their children due to a lack of mental health care. This shows how mental health care in caregivers is more important than ever today.
For the campaign to materialize, it was vital to know the foundation's work and the little support they received from the state and organizations.
We portrayed the real life of a mother with a son with cancer. We went into her house and her heart to know how the waits, the days, and the fears generated the symptoms. We work with real testimonies and experts on the subject to convey that raw reality in a short film and a multimedia campaign.
The campaign impacted more than 18 million people, practically the entire country of Chile. It has reached over 500,000 organic views in one week, shared by celebrities, organizations, and individuals.
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