Currently, in Chile, the public healthcare system does not offer mental health care programs for parents and caregivers of children with cancer. Additionally, as a country, we are in debt when it comes to mental health care in general, even though 66% of parents and caregivers of children with childhood cancer experience symptoms such as depression, anxiety, panic, and more (Source: FNH).

The brief was to create a impactful campaign that would touch the hearts of everyone in the country in order to raise the necessary funds to launch and sustain the Mental Health Program of FNH.

The objectives were to generate at least USD 3 million during the campaign period and to raise awareness about the New Mental Health Program for parents. Previously, the foundation only worked directly with children suffering from childhood cancer, but now it takes a more comprehensive and holistic approach.

The film was crafted with four different focuses to evoke the harsh reality experienced by parents. First, lighting was crucial. Achieving natural light that led us to the human aspect and away from artificiality was essential to create a sense of f reality and naturalness for this film given the delicate theme we were working on.

Second, minimal color treatment. Most of these parents try to mask their mood to cope with their work and social life. Therefore, if we wanted to portray the most intimate aspects of their lives, we had to refrain from masking their reality.

Third, the use of surrealistic shots as inserts to evoke the symptoms experienced by the parents, allowing the audience to almost feel them too.

Lastly, telling the story with a very Latin American direction of art, photography, and rhythm, characteristic of our culture, so that people could empathize with the protagonist.

The campaign was launched on March 30th and is currently still airing on all media channels, including television, outdoor advertising, press, and billboards. So far, it has been endorsed by important local and international figures, as well as covered by local press. Currently, the numbers are as follows: a reach of 15M+ people across all media channels, impacting 4M+ individuals. Additionally, it has raised over USD 1M in donations and has successfully shifted the perception of the Nuestros Hijos Foundation from an NGO exclusively focused on childhood cancer to one that addresses this disease holistically and comprehensively.