“You know what I miss the most ? being carefree”

(Katy.A diagnosed with cancer)

Here is the sentence that inspired the (if only for a second) project.

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.

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

The collected photographs were published as a book. Every photo was accompanied 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.

This book highlights the importance of smiles and carefree moments that are so essential when it comes to fighting against the disease.

A couple of days after the launch, the campaign already had significant national and international media coverage.

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…).

In only two weeks, and without any media buy, the film was seen more than 15 million times on youtube.

1 tweet was sent every 2 minutes non-stop

Donation promise went up 198%

Exhibits are scheduled all over the world starting with New York, Brussels, and Seville.

The book is a real success.

A reprint of 5000 copies is already underway and another 2000 copies have been pre-ordered at 60 euros a book.

The book was inaugurated in Brussels during a photo exhibit for the patients’ family members.

The book was then sent to PR representatives, journalists, and influential bloggers around the world.

Looking through the book, they discovered smiles, laughs, and faces filled with joy.

They were invited to watch the film “if only for a second”.

With this success, Exhibits are scheduled all over the world starting with New York, Brussels and Seville.