SANT JOAN DE DÉU HOSPITAL x #TOTHEBRAVE 

Turning bravery into a movement against childhood cancer

Sant Joan de Déu Hospital had a bold ambition: to build a pediatric cancer center capable of becoming a global reference and offering the best treatment to children, regardless of their origin or economic background. 

We turned that ambition into #ToTheBrave — a movement created to honour the courage of children fighting cancer and invite society to stand with them. 

A campaign built around solidarity, visibility and collective action. 

WHAT WE BUILT 
  • + Brand Strategy 
  • + Creative Direction 
  • + Experience & Activation 
  • + Talent 
  • + PR & Media 
  • + Performance Analysis 
STRATEGIC MOVE  

We transformed bravery into a shared symbol. 

Through a powerful identity and a merchandising line, #ToTheBrave gave people a simple way to contribute, wear the message and become part of the cause. 

The idea was clear: the bravest team in the world deserved the strongest community behind them. 

WHY IT MATTERS 

A fundraising challenge became a social movement. 

By connecting purpose, design and cultural influence, LINE helped Sant Joan de Déu create more than a campaign: a visible expression of support for the children and families facing childhood cancer. 

results

33

Donated

4

T-shirts sold

120

Social Media Reach

35

PR Reach

4

Earned Media