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Web Film
Pfizer / Kids Kicking Cancer: The Brave Belt - Stronger Together
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"The Brave Belt Stronger Together," McCann Health Italy's campaign for Pfizer, in collaboration with Kids Kicking Cancer (KKC) Italia, helps parents of children with pediatric cancer combat their own fear. The campaign aims to provide parents with the necessary strength to support their children, since very often in their fight against cancer children are not the weakest ones – their parents are. KKC aims to ease the pain of very sick children while empowering them to heal physically, spiritually and emotionally, using martial arts as therapy. The young patients, thanks to KKC teachings, are taught to help others struggling with illness, as well as their own parents and caregivers, how to "breathe in the light and blow out the darkness." KKC Italia created four simple martial arts techniques, 'breathe,’ ‘concentrate,' 'defend' and 'react,' which were symbolically printed on a black karate belt. This belt, given by children to their parents, teaches parents how to cope with their emotions.
Eleonora Morini, Client Service Director |
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