Carefreeness disappears the day you discover you've been diagnosed with cancer. Not a second goes by without thinking about the disease.

The Mimi Foundation's mission is to provide support to cancer patients. It has opened wellness centers in hospitals in Belgium, France and Switzerland.

Today, in order to develop its action, the Mimi Foundation needs to increase its notoriety. How to create awareness for the Mimi Foundation and its mission without media buy ?

We decide to launch a PR campaign. December the 4th, PR and representative bloggers have discovered the book and the film untitled "If Only for a second"

20 cancer patients were invited to a studio in Bruxelles.

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

A photograph immortalized the moment they opened their eyes.

The collected photographs were published as a book, that was offered to members of the press. On December 4th 2013, journalists, PR representatives and influential bloggers around the world discovered the laugh and carefreeness expressed in the portraits. Every photo was accompanied by a description: The date and the time the photo was taken. And most importantly, the second in which every patient forgot about their illness. It create awareness for the Mimi Foundation and its mission

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, Dailymotion, Vimeo…).

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.