One of the main references in the treatment of children and adolescents with cancer, the GRAACC Hospital launches, in partnership with Ogilvy Brasil, the campaign “Let's Win This Phase“, whose main message is to highlight the role of the hospital in curing the disease. The pieces show the humanized care and cutting-edge technology present in the GRAACC Hospital, which achieves, on average, a 72% chance of curing its patients.

The protagonist of the film, Sarah Matias Muniz, is 14 years old and has just finished his cancer treatment at GRAACC. She shares the real experience of those who went through this phase. In addition to Sarah, all the people in the campaign are real characters: doctors, nurses, volunteers, family members and GRAACC patients. The purpose is to reaffirm that healing is a mission that is only possible when everyone is together, embracing this cause.

“Children undergoing cancer treatment know what it means to overcome challenges every day. And GRAACC is with them in all phases of treatment. The campaign voluntarily designed by Ogilvy makes an allusion to the gamer universe, where each phase won brings you closer to victory, which is the ultimate goal of the treatment and of all of us”, he says Tammy Allersdorfer, superintendent of Institutional Development at ​​GRAACC Hospital.

Several actions will be carried out that will amplify the campaign in the gamer universe during the year: lives with gamers and digital influencers, content on social networks among other initiatives that will bring the GRAACC Hospital of a new generation.

For over 30 years, GRAACC has been caring for children and adolescents with cancer, combining humanized treatment, science and innovation, providing a unique and very special way of caring. Therefore, we can say that the GRAACC Hospital has made cancer a phase that can be overcome. For us, at Ogilvy, it is a privilege to be the agency responsible for the campaign for this incredible hospital, a reference for so many years. And in this new campaign, we make an analogy with the gamer universe, which has everything to do with the institution. After all, a gamer never gives up, and neither do GRAACC and its patients.”, highlights Claudia Pimenta, Creative Director at Ogilvy Brazil.

The film, which was directed by Chico Gomes, was produced by Modernist Creative Producers and with sound mixing from Cabaret Studio.

About GRAACC Hospital

GRAACC Hospital is a reference in the treatment of childhood cancer, especially in more complex cases. It has a technical-scientific partnership with the Federal University of São Paulo (Unifesp) that allows, in addition to diagnosing and treating pediatric cancer, the development of teaching and research.

It is the first institution in the country, specializing in pediatric cancer, to receive accreditation from the Joint Commission International (JCI), one of the most respected organizations in the world in the area of health services certifications. In 2022, it served around 4,000 patients across the country and carried out more than 33,000 consultations, in addition to 1,600 surgical procedures, 25,000 chemotherapy and radiotherapy sessions, and 96 bone marrow transplants.

In more than 30 years of activity,​GRAACC Hospital raised the level of childhood cancer treatment in Brazil, especially in highly complex cases, with an average cure rate of 72%, and constantly invests in individualized medicine and genetic research so that more and more children and adolescents with cancer can have a future ahead .


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