It all started when a cancer patient working with the Mimi Foundation said that all she wanted was to be able to feel “carefree” again. Her diagnoses of cancer had robbed her of the ability to live life to the fullest. The Mimi Foundation decided to take 20 cancer patients and unknown to them, give them the experience once again of living carefree. If only for a second.
According to Social Reader:
Leo Burnett France collaborated with the French non-profit the Mimi Foundation on the project. They were inspired by a patient’s statement that before cancer, she used to be much more carefree.
The idea was that the 20 participants’ discovery of how silly they looked “allowed them to forget their disease, if only for a second,” according to the campaign’s press release.
The makeovers took place in Brussels in June, and the participants reunited last month for the launch party of a book collecting photographer Vincent Dixon’s images of surprise and delight.
“Within a second, smiling faces were seen all over the room. At that very moment, cancer did not exist for the family members either.”
You can order the book and learn more about the campaign, launched today, at the “If Only for a Second” website.