Feeling carefree, if only for a moment, is rare for those diagnosed with cancer. The Mimi Foundation set out to give cancer patients a moment free from worry while documenting their approach. The resulting video has gone viral – at last check, the video had attracted over 11 million hits on YouTube.
Cancer patients were given the opportunity to undergo a makeover. The catch? They weren't allowed to see themselves until the transformation was over, keeping their eyes closed the whole time. While many expected to be beautified, the new hairstyles, clothes and make-up were designed with comedy in mind. A photographer and videographer stood by behind a one-way mirror to capture the split second when the patients saw what they had become… and immortalise that precious, carefree second for ever.
The Green Room Verdict: The Mimi Foundation achieved all of their goals – giving patients that moment of pure surprise and joy, while also raising awareness and increasing donations. The campaign included a limited edition book, featuring before and after photos of each makeover participant.
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