Every year in India, 32,000 families of cancer-stricken kids, travel from poor villages to major cities for free cancer treatment. Sadly, they're forced to abandon the treatment because staying in the city is too expensive.

St. Jude India ChildCare Centres offers them a place to stay, but they don't have enough accommodation for every kid. They needed people to be aware of the problem and donate to the cause.

The film 'The Impossible Choice' captures the heart-wrenching dilemma of a warden at St. Jude who has to choose between two children with cancer because he can accommodate only one child.

Realizing that your child has cancer is heart-breaking.

But having to abandon their cancer treatment is soul-crushing.

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 need more donations to change that.

Our task was to inform the public about this problem and call for donations. To add to it, the public is already wary of ads that show victims suffering from illness - it tends to overwhelm viewers, leading them to skip the content altogether. St. Jude needed to approach the issue delicately, ensuring that people empathised with the problem, without being overwhelmed by it.

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.

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.

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.