Situation:

Nearly 32,000 families from poor villages in India travel to major cities to access free cancer treatment for their children. But living in the city is expensive and the treatment takes months. With their savings exhausted, they have no choice but to abandon their child’s free treatment and return home.

St. Jude India ChildCare Centres provide these children and their families free accommodation in the city for the duration of their treatment. But they have only a few thousand beds and needed more donations to change that.

Brief and Objective:

To create a film that serves as a call to action for donations and also raises awareness about the topic.

The film 'The Impossible Choice' portrays the heart-wrenching dilemma of Warden Pillai at St. Jude's, who must choose between two children with cancer, Sunil and Deepa, as he can only accommodate one. It delves into the inner turmoil he experiences while weighing the circumstances of both children. The narration sheds light on their likes, their odds of survival, and the economic condition of their families, all seen through the heavy heart of Warden Pillai, who is faced with making the impossible decision.

Impact:

We received donations of two kinds: some in the form of money, others in the form of influence. Monetary contributions saw a staggering 700% increase compared to the previous year.

Prominent figures organically shared the film across Social Media. This included CEOs, MDs, and other leaders of industry. Even cricket legend Sachin Tendulkar shared it across all his social platforms, significantly expanding its audience to millions.

Reach and Engagement:

The film garnered a total of 1.9 million organic views across various platforms,

accompanied by engagement of 111,861 interactions.