The One Show
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Category
Craft / Use of Visuals
Annual ID
OS23_SM023S
About the Work
Insight
NFTs have seen a huge surge in popularity. In 2022, nearly $41billion of crypto was spent on NFT marketplaces. However, most of NFTs serve little purpose beyond proving the owner possesses something rare. Meanwhile, cancer remains one of the world’s biggest killers. Accounting for nearly 1 in 6 deaths worldwide. But while many cancers can now be cured, the cost of treatment can be astronomical. Especially when it comes to rare cancers. Could rare NFTs be used to fund treatment for rare cancers?
Idea
Buy My Cancer is an innovative funding model designed to help cover the costly treatment of rare cancers. Turning real patients’ living cancer cells into beautiful and powerful pieces of art, which are then auctioned. All funds raised go to life-saving treatment for these patients, and further research into rare cancer treatments.
Execution
A real patient’s living cancer cells are photographed using a confocal microscope – creating high resolution three-dimensional images. These beautiful and powerful images are then transformed into pieces of art, minted into NFT collections, put up for auction, and advertised to collectors through social media and PR. Once this collection has been sold, and the proceeds have gone on to fund the patient’s life-saving cancer treatment, the process begins again with a new patient. And so on and so on, continually saving lives with each unique NFT collection.
Results
The first cancer images came from Jakub – who suffers from a rare and resistant form of aggressive B-cell lymphoma. Just weeks after Buy My Cancer launched, Jakub successfully collected 102% of the amount that was needed to start CAR-T treatment (EUR 250 000).
Forbes wrote that Buy My Cancer brings purpose to the NFT format. Before the project existed, there were no laws covering fundraising using NFTs. Our lawyers created a proposition that was submitted and approved by the Polish Ministry of Finance. We shared this legal proposition on GitHub to help facilitate the creation of the future NFT and crypto fundraising projects.
Project was discussed by members of the EU Parliament and top Oncologists at the 8th International Oncology Forum in Brussels. It was named a “new hope” for funding cancer treatment globally.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy Poland / Warsaw
Copywriter
Nicola Wood
Chief Creative Officer
Stephan Vogel
Pete Case
Composer
Bartosz Dziadosz
Creative Director
Angus George
Johnny Watters
Designer
Paweł Jędruszczak
Director of Photography
Jan Jagielski
Editor
Mathias Koehler
Executive Creative Director
Maciej Twardowski
Photographer
Jacek Piątek
Programmer
Przemysław Haas
Strategist
Awie Erasmus
Chief Executive Officer
Agnieszka Wasilewska
Design Director
Connor Fleming
Global Chief Creative Officer
Liz Taylor
Senior Art Director
Tomasz Włodarczyk
Senior Copywriter
Maria Kurzyca
Tomasz Zieliński
Vice Chairman
Rory Sutherland
Aid Programs Manager
Joanna Frątczak-Kazana
Blockchain Lead
Agon Advimetaj
Business Director
Urszula Śpiewak
CEO
Bartosz Poliński
Jacek Kulczycki
Michael Jurkovac
Chief Financial Officer
Magdalena Łukaszewicz
Chief strategy Officer
Elżbieta Twardowska
Communication Specialist
Martyna Pawlikowska
Creative & Strategy Officer
Charlie Coney
Creative Agency Partner
Adam Nowakowski
Creative Excellence Director
Benita Goder-Dent
Creative Strategist
Robert Olszewski
Crypto & Blockchain Advisor
M.L. Post
CTO
Arben Kane
Doctor
Ryszard Smolarczyk
Tomasz Cichoń
Tomasz Rutkowski
EMEA Chief Executive Officer
Patou Nuytemans
Executive Content Producer
Paweł Jóźwik
Executive Director of Design
Gabriel Usadel
Global Chief Executive Officer
Rob Hill
Global Deputy Chief Creative Officer
Joe Sciarrotta
Global Director of Creative Excellence
Harley Saftler
Global Managing Director
Stephen Fraser
Global PR Director
David Ford
Global Social Media Director
John Vetrano
Head Of Production
George Sholley
Head of Social Media Digital Strategy
Diana Sano
Lead Curator
Aurelija Songailaite
Marketing & Fundraising Director
Aleksandra Banaszkiewicz
MD
Aleksander Pawłowski
Online Marketing Specialist
Aneta Witaszek
Painter & Artist
Paweł Swanski
PR Account Executive
Dominika Janik
PR Director
Tomasz Cichocki
PR manager
Natalia Korab
Professor
Jacek Jassem
Sebastian Giebel
Project Management Director
Marcelina Ścigała
Proof reader
Maria Węcowska
SENIOR PRODUCER
Alexa Benitez
Social Amplification
Lance Laifer
Social Media Art Director
Camille Naude
Social Media Copywriter
Eva Cywinski
vice CEO
Agata Polińska
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