How Africa Turned Hair into Hope - and Diamonds

During cancer treatment, hair loss can damage the morale of patients, and in particular children. For GRAACC – Children’s Cancer Hospital, this symbol of weakness was turned into the symbol of unbreakable hope, a diamond.

The integrated campaign, created by international creative agency Africa, set out to inform people of the hospital’s treatment of children and adolescents with cancer beyond a simple call for help. To do this, the hair lost by patients during their treatment was compressed, creating diamonds. These precious stones were embedded in a jewellery line, designed by renowned jeweller Ara Vartanian.

Unbreakable Hope - GRAACC/Ara Vartanian from Agencia Africa on Vimeo.

The pinnacle of the campaign was an exhibition that featured photos of the patients wearing the jewels, taken by a selection of Brazil's top photographer. Using these photographs in print and online ads as well as via other communication routes, created mass awareness and boosted patients’ self-esteem. 

The jewellery collection now serves as a source of income for GRAACC.

Credits

Title:                                       Unbreakable Hope

Client:                                    GRAACC – Children’s Cancer Hospital/ Ara Vartanian

Agency:                              Africa

Executive Creative Director: Sergio Gordilho

Projects Creative Director:    Evandro Soares

Creative Directors:                 Sergio Gordilho / Paulo Coelho / Aricio Fortes

Art Directors:                      Rafael Gil / Paulo Coelho

Copywriter:                            Guigo Oliva / Aricio Fortes

Project Creative:                    Evandro Soares

Project Producer:                   Mauricio Gessulli

Diamond Producer:               Brilho Infinito

Client Services Team:           Marcio Santoro/  Evandro Soares / Heloisa Pupim / Mauricio Gessulli / Fabiana Ganut

Planning:                            Ana Paula Cortat                                   

Media:                                Luiz Fernando Vieira/ Evandro Soares / Mauricio Gessulli

Print Production:                    Carla Lustosa / Edson Harada

Photographer:                        Mauricio Nahas

TV Producers:                        Rodrigo Ferrari / Leonardo Damasceno

Production Company:            Notorious Films

Director:                             Mauricio Nahas

DOP:                                  Ted Carioba / Neko Freitas

Editing and Post Production: Raphael Enes

Sound Design:                       Satelite Audio

Client approval:

GRAACC:                              Dr. Sergio Petrili / Amanda Kartanas / Fabiola Polacchini Carrillo

ARA VARTANIAN:                Ara Vartanian / Debora Gentil / Fernanda Cheniaux / Stephanie Fischer