MedLife - Gold For Hope

Creative idea

Romanian private healthcare provider MedLife promoted its free genetic testing program for children with cancer by putting a spin on the international symbol for the fight against Childhood Cancer, the golden ribbon. MedLife convinced world champion swimmer David Popovici to donate his gold medal to be molded into gold ribbons of hope that were donated to the “Give Life” Foundation to inspire children survivors. The campaign became instant news and other sports champions joined the cause. In a country where 400 children are diagnosed with cancer every year, 140 children already participated in the program that makes personalized therapy possible.

Brand name: MedLife
Advertiser / client: MedLife
Product / service: MedLife Research Program
Campaign name: MedLife - Gold For Hope
Agency network: PUBLICIS
Agency: MSL The Practice Bucharest
Production company: Diud
Post production: Animotion, Silver Label
Additional company: Publicis Groupe Chief Creative Officer Central and Eastern Europe: Jorg Riommi Creative Director: Eugen Suman Senior Art Director: Mario Niculae Senior Copywriter: Andreea Popa Director of Strategy: Alecsandra Apostolescu Head of Healthcare Communication: Ana Poiana Senior Communications Manager: Alexandra Popescu Head of Events & Experience: Cristina Chicus Client Service Director: Cami Eremia Managing Partner: Oana Bulexa