Khabensky Charitable Foundation - "Can't be cured"

Publicis Russia

Publicis Russia Moscow, Russia

Awards

1268

This ad is part of the ACT Responsible Collection

Brand: Khabensky Charitable Foundation
Country: Russia

Advertiser: Khabensky Charitable Foundation

Title	Can't be cured
Brief	The fact that the media in Russia almost never talk about people who recovered from cancer, makes the situation worse. 60% Russians admit that they fear cancer and 30% believe it can’t be cured. No wonder that significant number of those diagnosed with cancer fall into apathy and keep postponing treatment in situation where every day counts. Khabensky Charity Fund decided to challenge the status quo and convince people that cancer can be cured. They launched campaign dealing with conditions of different — the people who successfully battled cancer couldn’t get rid of. Inevitable habits, weird phobias, obsessive hobbies — all thing that, as the saying goes, can’t be cured. It’s a long list — but you won’t find “cancer” in it. The heroes #cantbecured campaign shared their stories in series of videos and https://raklechitsa.ru.
Agency	Publicis Russia
Campaign	Can't be cured
Advertiser	Khabensky Charitable Foundation
Brand	Khabensky Charitable Foundation
Posted	January 2021
Business Sector	Charities, Foundations, Volunteers
Story	The people who successfully battled cancer tell about their inevitable habits, weird phobias, obsessive hobbies that they couldn’t get rid of.
Media Type	Case Study
Director	Alexandr Merzlyakov
Chief Creative Officer	Mikhail Kudashkin
Art Director	Leila Mukhametzianova
Art Director	Alexey Isakov
Designer	Valeria Pauli
Designer	Nadezhda Proshchikina
Illustrator	Kristina Akhmadieva
Illustrator	Daria Sasykova
Client Services Director	Patimat Magomedova
Copywriter	Maria Kozhevnikova
Director	Irina Kartina
Creative Producer	Mikhail Maer
Production Company Producer	Natalia Patrusheva