The Brief

Ramathibodi Foundation, which has been helping impoverished cancer patients since 1969, wanted to raise funds to help treat and support underprivileged patients to improve their life expectation and quality of life. For Cancer Patients who don’t receive the medical treatment or care needed, their time becomes much shorter than others.

Creative Execution

The calendar, which many people use to plan ahead, gives the audience a very solid grasp of time, and we wanted to create a sense of urgency that the audience could easily understand and relate to. By personalizing each calendar with a patient's code and life expectancy, the audience could easily see that if necessary funds were not raised soon, it might be too late to help save or improve the patient's life.

Describe the creative solution to the brief/objective.

We decided to demonstrate how short the patient’s life could be if they didn't get treatment. Calendar of Life, the calendar that shows that when left untreated, cancer patients sometimes do not have as many days as the rest of us. The Calendar was designed to be adjustable. The length of each calendar was adjusted according to the life expectancy of each patient. We printed and attached the code of every patient on the treatment waiting list to a calendar and adjusted the calendar length to reflect the estimated life expectancy of each patient.

Results

Results • Ramathibodi Foundation received 20% more calls for donations after launching the calendar. • The foundation raised enough funds to treat 180 cancer patients, and donations continue to come in. • Cancer patients received enhanced care and extended their initial life expectations.