Kids facing cancer need all the help they can get. But, instead of creating another awareness campaign targeting adults, we decided to create content specifically for the kids themselves. A series of animated films, posters and an augmented-reality app helped turn education into entertainment for sick kids confined to hospitals.

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We created a group of fun, fictional characters called The Imaginary Friend Society who star in a series of films. Their job? To help deliver cancer information in a way kids can relate to. The idea itself was born from real cancer survivors who told us they had imaginary friends who helped them cope with long hospital stays. In addition to arming kids with knowledge, we also wanted to provide some comfort. A simple mobile app allowed kids in hospitals to bring the Imaginary Friend characters to life using augmented reality. The characters offered words of encouragement during challenging moments, like before an MRI scan or radiation treatment.

An immersive AR experience provided emotional support to kids when they needed it most. A simple mobile app (free on the App Store) would allow kids, families and medical professionals to place the Imaginary Friend characters from the films into any environment. These characters would offer words of encouragement in real-time, providing much-needed comfort to kids facing the rigors of cancer treatment.

Once the films launched, a survey was conducted to quantifiably confirm that they had the desired impact for those directly affected by pediatric cancers.

Upon seeing the videos, 96% felt that the videos help parents and caregivers talk with kids about difficult issues. 85% agreed that the videos helped kids feel less anxious and scared. 80% said the videos meet a real need and are something they would recommend to others.

Without a single media dollar spent, the campaign spread and received significant pro-bono media support: English TV message covered 83% of the U.S. National TV began March 2018 on Hulu.

Most importantly, leading hospitals around the county, like Children's Hospital Los Angeles and the Dana Farber Cancer Institute, have permanently adopted the Imaginary Friend Society film series into their in-patient entertainment network. The films have been translated into over 20 different languages and are being distributed across 4 continents.

Already leading the way in finding a cure for childhood brain tumors, The Pediatric Brain Tumor Foundation needed to build on the "Care" aspect of their "Care. Cure. Thrive." mission. Our objective was to create resources that would help the kids, their parents and caregivers, by arming them with easy-to-understand information, as well as emotional support so they could better navigate the overwhelming experience of fighting cancer.

Kids diagnosed with cancer have a long and grueling road ahead. Treatments can last months, sometimes even years. These long stays in the hospital tend to be lonely stretches, even with friends and loved ones around.