ACS asked us to explain to the world that, while great strides are being made in cancer treatment, there’s still much research to be done. We wanted to demonstrate that human emotions like love, rage, courage and devotion are the advantages we have over cancer. Working with celebrated photographer Sandro and film director Rodrigo Garcia Saiz both cancer survivors themselves, we met with cancer patients to uncover what they were really feeling and to use those very emotions as our greatest weapon.
To date this campaign has raised more money for cancer research than any other. We are extremely proud of that fact.