St. Jude India ChildCare Centres launches campaign highlighting childhood cancer families' struggles

Every year, thousands of families from small towns travel to cities like Mumbai to access free cancer treatment for their children. Yet, without affordable accommodation near hospitals, many are forced to live on footpaths under unsafe and unhygienic conditions, all while their children fight for survival.

To shed light on this heartbreaking reality, St. Jude India ChildCare Centres, in partnership with Ogilvy Mumbai, has launched “Renu Vs The City,” a powerful campaign that tells a story of resilience, struggle, and hope. At its core is a film that follows Renu Kadam, a young girl living on a footpath near a cancer hospital in Mumbai as she undergoes treatment.

Through Renu’s eyes, the film portrays the harsh realities families face in their daily struggle for survival. From securing a safe and hygienic place to stay to walking long distances to access basic facilities, every moment is a battle. For many families, these challenges become so overwhelming that they are forced to abandon treatment altogether and return home.

St. Jude India ChildCare Centres offers a critical solution to this crisis. With 45 centres across 11 cities, they provide free, safe, and hygienic accommodation to children with cancer and their families during treatment. These centres serve as a “home away from home,” allowing families to focus on healing instead of struggling to survive on the streets.

Anil Nair, CEO, St. Jude India ChildCare Centres, says, "While cancer treatment has become more accessible and affordable thanks to government schemes, many families still face the challenge of travelling long distances and finding a safe, hygienic place to stay in cities. This film, crafted by the committed teams at Ogilvy India and Hungry Films, sheds light on the struggles of the lesser privileged during treatment."

Fritz Gonsalves and Jayesh Raut, executive creative directors, Ogilvy Mumbai, add, "Working on a brand like St. Jude India ChildCare Centres is truly a privilege. The work that this organisation does is genuinely inspiring. Our sole aim is to raise awareness about the work they do and encourage donations so that the thousands of children who travel to big cities for free cancer treatment are not forced to live on the streets while undergoing treatment."