Awareness/Advocacy Campaign

Challenge

All over the world, every year 300.000 children are diagnosed with cancer. In this battle for life kids are not the weakest. Their parents are. To help them fight fear and become stronger, these little patients, thanks to Kids Kicking Cancer Italia teachings, created four martial arts techniques that we printed on a black karate belt. The Brave Belt is a support program for parents & kids, adopted by several hospitals, and a great symbol of courage for us all.

Solution

With KKC, we involved a small group of children from the Bambino Gesù Pediatric Hospital in Rome, to increase their ability, to manage pain and face treatments and therapies, thanks to the use of martial arts. 4 simple karate moves have been printed on the Brave Belt. A video case collected the testimonies of the parents who received this special belt, aired on social media and digital campaign to convey this message of hope to as many parents as possible.

Results

With over 90 million impressions collected in a few months, the campaign received the interest of all national media and various institutional stakeholders, also the endorsement of the Italian National Olympic Committee (CONI) which is now an active promoter of the Brave Belt.

Viverla Tutta - The Brave Belt

Local partners

Gold partners