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.

For this project, there was a spot, launched on YouTube channel.

On december 4th, 2013, journalists, PR and influential bloggers around the world discovered the laugh and carefreeness captured in that online film. PR were invited to share it on their blogs and social network.

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 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 and 5000 pieces are re-printed to response to the demand.

"You know what I miss the most ? being carefree."

(Katy.A diagnosed with cancer two years ago)

Carefreeness disappears the day you discover you’ve been diagnosed with cancer.

Not a second goes by without thinking about the disease.

The Mimi Foundation's mission is to provide support to cancer patients. It has opened wellness centers in hospitals in Belgium, France and Switzerland. The Foundation serves as a complement to medecine. Helping patients find the confidence, courage and strength to face their illness in a more peaceful way.

Today, in order to develop its action, the Mimi Foundation needs to increase its notoriety.

But how to create awareness for the Mimi Foundation and its mission without media buy ?

We decide to launch a PR campaign.