The One Show
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Category
Craft / Use of Technology
Annual ID
OS23_PH032M
About the Work
Context:
Triple-Negative Metastatic Breast Cancer (TNmBC) affects 5,000 young women each year in Spain. Many of them die in months after diagnosing. However, it remains invisible and ignored by society and decision makers. Because while in other European countries it takes only 180 days to approve drugs against TNmBC, the Spanish National Health System takes up to 500 days. In addition, the NHS prefers to fund drugs for diseases with longer life expectancy. In other words: they prefer to fund more profitable drugs for patients that are not going to die due to their disease. This makes thousands of patients die waiting for treatment.
Despite the hopeless situation, patients don't lose hope to change their situation.
Idea:
Paintings of Hope was aimed to raise awareness about this social problem. So we transformed a disease that no one wanted to see into a medium that educates, generates empathy and we are always willing to look at frontally: art.
Execution:
By using data visualization to make hope visible, we analyzed the testimonies of three patients through voice analytics to extract their feelings. We encoded them to transform them through AI into sound waves that were interpreted by a robot trained to translate the language of the data into art.
The collection of paintings was exhibited around hospitals and congresses of Spain and Europe, including ESMO, and reflected the dark moments of diagnosis, the tenuous stage of acceptance and the vibrant color of the hope that they have in the fact that the drugs they are waiting for will be approved soon.
Results:
The impact was enormous:
+95.4 millions reach
+€ 7.48 millions earned media value
+45k HCP's reached
+580 media impacts
+2,99 millions impressions
After the release the change happened: Paintings of Hope made it to return hope to patients when Parliament approved a 180-day access to drugs against TNmBC.
In March 2023, the collection Paintings of Hope will take place in an auction to support research.
2023 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R HEALTH / Madrid
Client / Brand
Gilead Sciences / Madrid
Production Company
La Boutique 77 / Madrid
More Maria / Lisbon
Chief Creative Officer
Natxo Diaz
Jaime Mandelbaum
Creative Director
Leonardo Rincon
account director
Ana Richarte
Account executive
Marta González
BUD Madrid Office
Marta Vallejo
CCO EMEA
Jaime Mandelbaum
CEO
Elvira Arzubialde
Claire Gillis
Chief Comms Officer
Suzie Warner
Content Executive Director EMEA
Carlos Baer
Creative Supervisor
Adrián Poveda
Eduardo Domínguez
Tech Production Company
Jack The Maker / Lisbon
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