Sant Joan de Déu Hospital, Line

The bravest team in the world

Coming together to help children fight against cancer

The starting point

As the Sant Joan de Déu Hospital had the ambition to build a pediatric cancer center that would become a worldwide reference, it had in mind to be able to give the best treatment to children all around the world, regardless of their origin and economic background. We had been looking forward to working on a social project that reflected our values and decided to get involved in the funding of the construction in our hopes to do our bit in making the kids and their families’ life as better as possible. 

what we did
  • + Creative concept
  • + Campaign identity
  • + Storytelling
  • + Product design
  • + eCommerce
  • + Ambassadors plan
  • + PR campaign
  • + Social Media campaign
goals

The campaign aimed to raise funds for the construction of the SJD Pediatric Cancer Center in Barcelona, and to make the purpose of the Sant Joan de Déu Hospital visible to our community, the society and the world.

Our move

We created the #ToTheBrave movement, an identity that reflects that kids battling cancer every day around the world are truly brave, strong individuals. The idea materialized in a merchandising line that gave society the chance to get involved and promote the message.

Implementation

The campaign was spread in their own social media channels by a team of more than 150 Spanish and foreign ambassadors from various backgrounds, both with national and international reach: elite sports, music, culture, cinema and fashion. The iconic and illustrative naming made it easy for people to recognize the campaign and participate, both online and offline. The digital campaign was also echoed by traditional media.

results

33

Donated

4

T-shirts sold

120

Social Media Reach

35

PR Reach

4

Earned Media