The #TOTHEBRAVE a social initiative is a social project promoted by LINE and led by the Hospital Sant Joan de Déu BCN in order to build the SJD Pediatric Cancer Center BCN, which is a pioneering hospital and one of the 3 biggest hospitals in the world which serve all the children onthis planet.
To raise the 30 million euros needed to build the hospital, we created a solidary T-Shirt with a unique and original design: the #TOTHEBRAVE T-Shirt.
This was done in order to encourage people to be part of the bravest team in the world and to buy the T-Shirt. Different personalities had helped us to promote this message through their own social media channels. More than 150 elite sports persons, singers, models, influencers and other worldwide personalities had become part of the bravest team ever.
More than 3000 T-Shirts were sold and 120M impacts were generated. The movement was a total success and even the traditional media have echoed this digital campaign.
The reason for the name #TOTHEBRAVE is because all the children in the world, who struggle every day against cancer, are in truth brave individuals. Their strength and attitude are a mirror so that together we can form the world’s bravest team, whose goal is to increase the percentage of curing childhood cancer in order to eradicate it worldwide.