For its fundraising campaign, Gustave Roussy, the leading European Cancer research institute based in France, wanted to highlight hope with this little-known fact to the general public: we have never healed more from cancer than we do today. (66% of Cancers can today be cured) In a French context where donations to charities had dropped considerably due to the economic inflation, Gustave Roussy needed a strong move to increase donations and keep on accelerating the progress made by research.

The Christmas season which represents a third of the yearly donations made in France was more than just an opportunity for donations. It was also a chance to weave this message of healing into a strong universal story. We came out with this original and impactful idea: We never knew it, but Santa Claus once had cancer... and he recovered.

“A True Story” is a modern Christmas tale in which fiction and reality intentionally intertwine. The 5-minute short film follows the journey of Santa Claus the year he fought against Cancer. From the announcement of the diagnosis to the loss of his beard and hair caused by chemotherapy sessions. And of course, its recovery.

At Christmas, the folklore of Santa Claus is everywhere, especially to sell us all sorts of products. But this year, the French audience got to discover this character in his most naked intimacy and humanity, in the midst of a battle against cancer. It's a state in which this globally known figure has never been seen before. The disruptive aspect of such a communication piece during this Christmas period has greatly contributed to creating a natural conversation and accelerating donations.

Santa Claus facing Cancer. The disruptive aspect of such a communication piece during this Christmas period has been thought to spark a natural conversation in the French audience as well as in the media. And we knew that the more people would talk about it, the more donations that would trigger.

But this film is not just about illness. It’s about healing. It’s about the incredible progress made by science in curing Cancer nowadays. Progress led by the Gustave Roussy Institute. The hope that the film carried was the message the institute wanted to deliver to the French audience. Because knowing that things are changing is also a massive trigger to accelerate donations.

The 5-minute short film format enabled us to develop this story at its best in an emotional yet subtle way so it resonates and moves both the audience and the journalists.

The film aired from December 20h 2023 to January 23th 2024. The Christmas season representing a third of yearly donations to charities in France.

Free space has been offered for the film on TV, cinemas and online by some of French biggest media. Such as: TF1, France Télévisions, Paramount, Dailymotion, Snapchat, MEDIAVISION, CANAL+, UGC…

The short film has also been sent to journalists 2 days before its airing, so they can exclusively talk about it on their Tv shows. In those TV shows, the CEO of Gustave Roussy Institute was present to tell the audience more about the recent progress of science regarding cancer and the importance of donations.

The choice of such a character and storytelling enabled to spark a large conversation in France regarding Cancer and generated more donations than ever in the Christmas season for Gustave Roussy.

More Than 5.3 million euros collected in December

45% of Gustave Roussy annual donation foundraising

+14% of donation whereas on average inflation has decreased donations by 10% in France

+10% in January

18 million of earned media impressions

143,7 Million people reached