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.

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

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

That’s why we asked 20 cancer patients to participate in the project:

'If only for a second'.

They were invited to a studio to get their hair and makeup done.

During the makeover, they weren’t able to see themselves. A picture immortalized the moment when they opened their eyes. This revelation helped them forget the disease, if only for a second.

All the pictures were assembled into an art 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.

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

In only 2 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 5,000 copies is already underway and another 2,000 copies have been pre-ordered at 60 euros a book.

the Main Idea was to spread carefreeness as the Mimi Foundation mission.

With the 'If only for a second project', patients and their family have forgotten their illness for a moment.