A shelter for parents of children with cancer, will open near the biggest oncology hospital in Romania, as a result of our campaign. This eases access to treatment for families who need to travel to oncology centres out of their reach, as 70% of cancer cases come from poor families.

In a famous gallery in Bucharest we recreated the atmosphere of a hospital room, placing an empty chair next to a bed. Because a chair is the only accommodations that hospitals can provide for parents with children with cancer.

To draw attention to the gallery window, we used a display updating in real time the amount donated for the cause. What happened in the interior, was also live-streamed 24/7 on Youtube.

Between 3-26 November 2017, people changed shifts relentlessly, encouraging more and more to participate. With the help of 636 people, the chair remained occupied day and night, making it the biggest solidarity gesture ever seen in Romania. The gallery became a living outdoor showcasing a hurtful reality through its windows.

60 celebrities and influencers, from different areas joined the campaign and sat on the chair next to common people, redefining the meaning of togetherness beyond age, status or religion.

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In Romania 5000 children fight with cancer everyday. Out of 10 cases diagnosed with cancer, 7 come from families with limited financial means. They don't afford to travel for treatment at paediatric oncology clinics, which are usually located far from their homes. Paying for a hotel is something beyond their reach and the only accommodation Romanian hospitals can provide for their parents is a chair next to the hospital bed.

That’s the main reason why children are diagnosed late, examinations are being postponed and the over-all chances of healing are reduced. Romanian children recovery odds are 30% to 60% compared to the European average of 75%.

Another challenge came from the low engagement SMS donations have in Romania: only 1 in 10.000 SMSs represents a donation. With a low donation rate for our fundraising tool w, engaging people had to be more about creating conversation through a memorable experience.

On the window of the art gallery:

Send the word MAGIC via SMS to 8844 and donate 2 euro/month*

number available in Digi, Orange and Vodafone networks

Inside the gallery we had an SMS countdown:

xxx SMS

out of 100 000 SM

On the walls we have projected real sick children parents' thoughts:

Why can’t I take his pain?

What have I done wrong?

Will I ever hear him laughing again?

Why her? She didn’t hurt anyone…

Why can’t I take his illness?

Where should I go? There’s no exit, but death…

I’m scared…

If I knew there was a chance, I would sell and do anything!

Angel, my little angel…

Forgive me for I can’t do more…

Oh, God, take his leg, but just leave him alive…

Is she breathing? Why’s isn’t she breathing? Breathe, my baby…

I can’t…I can’t…I can…

I must do it…I can do it!