Cancer care insurance doesn’t make things easier. But it makes them less hard.

In cancer-related illnesses, having good health insurance doesn't make it easier. But it helps to not make them harder. Starting with this, VMLY&R created a story where a family is faced with the disease. And yet, it gives a twist of both the unexpected and inspiration, showing a light moment in a dark situation. 

Médis is one of Portugal's leading health insurance companies and part of the AGEAS group. For the first time, the company needed to communicate their new cancer care insurance policies. The objective of the campaign is to guarantee that clients would not want to reject the new insurance policy cost update and to get new clients on board. Since people prefer to not talk about cancer, VMLY&R Lisbon came up with a commercial full of emotion and an unexpected story.