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VMLY&R SOUTH AFRICA, Johannesburg / CANCER DOJO / 2021
Overview
Credits
Why is this work relevant for Direct?
To allow cancer patients to interact positively with parts of their body affected by it, we delivered the Cancer Dojo Mandala Poster packs directly to cancer hospitals, clinics and recovery centres throughout South Africa. It is also available for purchase worldwide at cancerdiojo.com
Patients were able to use the posters to put colour and energy into the mandala designs during their treatment periods. With three designs featuring healthy representations of the brain, lungs and breasts as intricate illustrations, cancer patients were able to visualise their specific healing process.
Background
When facing cancer, most patients are rendered helpless, at the mercy of this debilitating disease, and are unable to play a role in their own healing.
Cancer Dojo, a cancer support organisation, wants to change this. Cancer Dojo pioneers the use of a creative visual methodology called Psychoneuroimmunology – the effect of the mind on health & resistance to disease.
“Psychoneuroimmunology-based intervention has proven to increase immune markers and quality of life.” – Clinical Trial on Acute Lymphoblastic Leukaemia Patients
We merged the ancient Buddhist meditative practice of sand mandalas with the science of Psychoneuroimmunology to create a tool that helps cancer patients visualise their healing.
Describe the creative idea
We designed an interactive series of mandala posters to help cancer patients to play an active role in their healing.
Mandalas were illustrated in meditative patterns around three common cancers – brain, breast and lung. We renamed our pencil crayon colours included in the pack, to names that can infuse the mandalas with positive healing. Patients colour in the mandalas while receiving treatment,
turning the long and relentless treatments patients have to go through, into a meditation on healing.
Each A2 poster design is packaged with a custom colouring pencil kit and individual messages, designed to start the visualisation process right from the opening, and at every step of the experience. The packs were sent to oncology nurses and hospitals to be distributed directly to patients.
Describe the strategy
With a specific goal of reaching people in various stages of cancers treatment, the Cancer Dojo Mandala Posters were delivered to cancer hospitals, clinics and recovery centres throughout South Africa.
With posters themed to healthy representations of the brain, lungs and breasts, cancer patients were encouraged to interact with the posters by adding colour and energy into the parts of their bodies that needed healing. By doing so, they were able to play a role in their own healing.
Describe the execution
line work in the posters were designed to be filled with colouring pencils as a form of mediation, and the cancer patient could sign their name on it once completed.
The intricate designs helped the colouring process become a meditative one, with a powerful and vibrant result that becomes unique to each patient.
List the results
The Cancer Dojo Mandala Posters became a valuable brand extension for the Cancer Dojo app, working to bring the life-changing benefits of the app into a real-world space.
Pfizer Pharmaceuticals has come on board, sponsoring the delivery of Mandala packs to cancer hospitals, clinics and recovery centres throughout South Africa.
The Mandala Posters are available for purchase worldwide at cancerdiojo.com
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