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For its fundraising campaign, Gustave Roussy highlights the incredible progress in the fight against cancer through a moving film and a new star: Santa Claus. To discover now online.
A Christmas campaign for a “good cause”
We have never been cured of cancer as much as today and yet when we think of cancer, we often associate it with a losing battle. To embody hope, Gustave Roussy, the leading French and European center and 4th worldwide in the fight against cancer, has launched an original call for donations campaign.
“The holiday season during which we speak with this film allows us to invoke the magic of Christmas and all the emotions and memories that it embodies at the time of the year when the French are with their loved ones, and inclined to great generosity. This is an opportunity to place our message of healing in a universal story and to remember how donations can accelerate progress. We are proud of this beautiful film that brings hope for all patients living with cancer and their families.” comments Professor Fabrice Barlesi, general director of Gustave Roussy.
Designed by Publicis Conseil, directed by Vladimir de Fontenay and produced by Iconoclast, the film is a modern Christmas tale in which fiction and reality are deliberately intertwined. The campaign will be broadcast on TV and digital from December 20 then in cinemas.
Santa Claus once had cancer…and was cured of it
The film takes us into the life of Santa Claus in the year of his cancer, from the discovery of his illness to the various treatments at Gustave Roussy, as well as the unfailing support of his daughter and the nursing staff until his remission.
“Our agencies have always made Christmas films to sell products or services. This year, Santa Claus is defending the cause of cancer because he himself has been affected by the disease. We wanted to challenge Gustave Roussy but above all to bring a message of hope and to say that he was cured thanks to the donations received for research” explains Marco Venturelli, CEO/CCO of Publicis Conseil. The campaign was designed pro-bono by Publicis Conseil with the support of Prodigious and Publicis Media.
The universal scope of the film shows that being affected by the disease does not only happen to others and that even if Santa Claus, this immortal character linked to childhood, is affected, we are all affected. This film ends on this note of hope “We can cure cancer and now more than ever is the time to believe in it” and it is indeed the donations that will make the difference and make this possible, so let’s give to research!
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