The Mimi Foundation's mission is to provide support to cancer patients.

The campaign idea :

20 cancer patients were invited to a studio.

Their hair and makeup were done but they could not watch the transformation.

A photograph immortalized the moment they opened their eyes.

This surprise allowed them to forget the disease, if only for a second.

The collected photographs were published as a book.

On dec 4th, 2013, journalists, PR representatives and bloggers around the world discovered that book and most important the laugh and carefreeness expressed in the portraits.

1st step:

PR discovered the book and the film untitled If only for a second.

2 snd step:

A photo exhibition was programmed for the family member to discovered the laugh and carefreeness and forget the disease too.

3th step: the ilm was launch on Youtube for people around the world.

Articles appeared in the press and national media by the tens of thousands (Le Monde, Le Figaro, Elle, Grazia, Libération…)

and in the international press (The Guardian, Time, The Huffington Post, NBC, CNN, Het Niewsblad…).

More than 15 millions views (Youtube).

Tweets were sent every 2 minutes.

Several exhibitions of « If only for a second » are already programmed around the world (Paris, New York, Brussels…)

Visitors will discover the collected portraits and will have the possibility to buy the book, which is already in its second printing by popular demand.

The book is a success story !

2000 copies have already been firmly ordered from China, Europe or the United States.