The Mimi Foundation provide support to cancer patients in wellness center in hospitals in Belgium, Fance and Switzerland.

The support are hairdresser, make-up and massages.

Their is no regulation imposed by healthcare regulatory because it is not medical support but wellness.

The Mimi Foundation's mission is to provide support to cancer patients.

The campaign idea :

20 cancer patients were invited to a studio.

Their hair and makeup were done but they could not watch the transformation.

A photograph immortalized the moment they opened their eyes.

This surprise allowed them to forget the disease, if only for a second.

The collected photographs were published as a book.

On dec 4th, 2013, journalists, PR representatives and bloggers around the world discovered that book and most important the laugh and carefreeness expressed in the portraits.

our objective was to create awareness for the Mimi Foundation and its mission without media buy.

That is why we decided to launch a worldwide PR campaign.

20 cancer patients were invited to a studio in Bruxelles.

Their hair and makeup were done but they could not watch the transformation.

A photograph immortalized the moment they opened their eyes.

This surprise allowed them to forget the disease, if only for a second.

The collected photographs were published as a book, that was offered to members of the press. On december 4th, 2013, journalists, PR representatives and influential bloggers around the world discovered the laught and carefreeness expressed in the portraits. Every photo was accompagnied by a description:

The date and the time the photo was taken. And most importantly, the second in which Every patient forgot about their illness.

Articles appeared in the press and national media by the tens of thousands (Le Monde, Le Figaro, Elle, Grazia, Libération…)

and in the international press (The Guardian, Time, The Huffington Post, NBC, CNN, Het Niewsblad…).

More than 15 millions views (Youtube, Dailymotion, Vimeo…).

Tweets were sent every 2 minutes.

Several exhibitions of « If only for a second » are already programmed around the world (Paris, New York, Brussels…)

Visitors will discover the collected portraits and will have the possibility to buy the book, which is already in its second printing by popular demand.

The book is a success story !

2000 copies have already been firmly ordered from China, Europe or the United States.

The Mimi Foundation mission is to provide wellbeing support to the cancer patient.

The Foundation has a lack of notoriety.

The purpose of the campaign was to spread a positive message and to emphase the mission of the foundation and highlights the importance of smiles and carefree moments that are so essential when it comes to fighting against the disease.

The Mimi Foundation needs to increase his notoriety for open wellness centers in hospitals in Belgium, France and Switzerland.