Flags of Victory

Starring women who won over cancer: Ketevan Kinkladze Sofo Mereklishvili Nana Gibradze Marina Badurashvili Leila Kvelashvili Tea Shapatava Ekaterine Lazareishvili Voice: Nato Metonidze Concept Author: Taso Bezhitidze Directors: Ana Davitaia, Taso Ugulava Creative Agency: Holy Motors Creative Directors: Giorgi Avaliani, Nikoloz Kumbari Art Director: Taso Bezhitidze Designers: Nino Kavelashvili, Tata Gusharashvili, Viktoria Gasanova Animation: Daniel Grigoriani Photography: Saba Laliashvili, Taso Bezhitidze Special thanks to Tokareska, Nikoloz Khundadze, Georgian Institute of Public Affairs (GIPA) Installation: Nisley Studio Video Production: Holy Motor Films Head of Video Production: Irakli “Pitha” Solomonishvili Video Production: Studio Gambit Starring: Keta Tsitskishvili Voice: Nato Metonidze Producers: Ana Davitaia, Taso Ugulava Executive Producer: Data Chachua Directors: Ana Davitaia, Taso Ugulava Director of Photography: Giorgi Pailodze Music: Sabana Production Manager: Data Chachua First AD: Nutsa Chakvetadze Production Designer: Saba Papashvili Costume Designer: Ketevan Gunia Steadicam: Merab Kiknadze, Nika Brolashvili Focus Puller: Nodo Petriashvili Camera Assistants: Giorgi Pkhaladze, Demetre Janiashvili Gaffer: Mikheil Saganelidze Lighting Technicians: Beka Dvalishvili, Dato Khuntsaria, Shota Khijakadze Makeup: Taisia Eradze, Nanuka Bochorishvili Set Manager: Giorgi Vezdenidze Carmount: Giorgi “Vinny” Popkhadze Cast Coordinator: Ana Samushia Editing: Oti Kharebashvili Sound Engineer: Giviko Gabunia Color Correction: Mindia Inasaridze Actors: Lile Karelishvili, Giorgi Gvelesiani Nino Gvasalia Keti Endzeladze Levan Todua Nino Pakeliani Production Assistants: Lasha Dgebuadze, Mariam Zhghenti, Mariam Sikharulidze Drivers: Soso Mosiashvili, Mindia Kartvelishvili, Lasha Kiladze Big thanks: Kiketi Farm, JAGA Grip, Oto Khurodze, Giorgi Sujashvili Client: Todua Clinic Head of Marketing & PR Departments: Natalia Darchiashvili PR Manager: Manchi Gabelia Brand Manager: Tako Bendeliani

Context Cancer is the reality of 30 000 Georgian women, the society chooses to ignore, scroll past, never talk about. These women hide their battle with the deadliest disease with colorful scarves. Suffering and surviving in silence, as their friends and families see cancer diagnosis as the road of no return. To put it simply, cancer is taboo and no brand wants to touch that. Strategy Todua Clinic, the biggest oncology center in the country, has a new strategy - hope. Backed by the international clinical trials - hope of recovery is what keeps the patients alive to endure treatments. Idea Colorful headscarves are the most visible symbol of cancer treatment. Teaming up with cancer survivors, we transformed their headscarves into Flags of Victory. Execution On 4th of February - World Cancer Day, we launched the integrated campaign with a short film, showing real everyday challenges of the women in the battle of cancer, culminating with the transformation of the headscarf into victory flags. Starring real cancer survivors and their real headscarves with an empowering voice-over by Georgia’s favorite singer Nato Metonidze, 2 times cancer survivor. We flooded social media with inspiring photos of the survivors waving their Flags of Victory, followed by an installation in the clinic, and a zine telling real stories of winning over cancer. The campaign also featured personal interviews with the survivors about their hardest battles. Results We made the whole nation take a look, listen and learn. For a month, cancer became the hottest topic of discussion. Flags of Victory took over the conversation - from TV to podcasts, social media, online magazines, even in cinema.  Women encouraged each other in the comments, and other health organisations, doctors, and patients shared the campaign The campaign totaled  7.3 M total views in a country of 3.5 M 2.7 M people were reached with close to zero media budget Todua Clinic experienced a historic 15% patient number increase That's how we changed the narrative - from silence to hope, from struggle to victory.