VML heals for Foundation against Cancer  

Last year, the Foundation Against Cancer, which is celebrating its 100th anniversary this year, organised a pitch. VML, then known as Wunderman Thompson, won with a new positioning and a creative proposal. The agency is now launching its first campaign featuring Typhanie, a young woman aged 33, who overcame breast cancer thanks to scientific research.

The campaign follows the healing process of Typhanie, a young woman who was diagnosed with cancer three years ago. A rapid succession of portrait photos shows Typhanie’s transformation from sick to cured. The photographs are the work of Frieke Janssens. In the end, a total of 85 photos were used, with each image being based on photos that Typhanie herself took during her treatment.

Getting your hair back after chemotherapy is a very emotional moment for many cancer patients. And it was for Typhanie too. From that moment on, she began to see herself less as a patient and more as a human being. Typhanie’s hair growth symbolises in a very relatable and honest way how hope also grows in patients when the treatment is successful.

With this campaign, the Foundation Against Cancer wants to emphasise the importance of scientific research. After all, it is thanks to progress in cancer research that we are increasingly able to defeat this disease. That is why the Foundation Against Cancer is calling on people to support this research. As together, we can accelerate research and more and more people like Typhanie can go ‘from hope to victory’.

The campaign includes a TV commercial, an online video and a print ad.

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