Crafted by Ogilvy Mumbai, the ‘Renu Vs The City’ film captures a child’s journey through illness and urban hardship.
Every year, countless families from smaller towns arrive in metro cities like Mumbai in search of free cancer treatment for their children. But without access to affordable accommodation near hospitals, many are forced to live on footpaths-exposed to unsafe and unhygienic conditions-while their children battle life-threatening illnesses.
To raise awareness of this silent crisis, St. Jude India ChildCare Centres has partnered with Ogilvy Mumbai to launch Renu Vs The City, a poignant campaign that highlights the resilience, hardship, and hope of these families. The centrepiece is a short film that follows Renu Kadam, a young girl undergoing treatment while living on the streets outside a cancer hospital.
Told through Renu’s eyes, the film reveals the harsh choices families face-from walking miles for basic needs to abandoning treatment due to overwhelming challenges.
St. Jude India ChildCare Centres offers a vital solution: 45 centres across 11 cities provide free, clean, and safe accommodation for children and their families during treatment. These centres become a “home away from home,” allowing families to focus on recovery instead of survival.
Anil Nair, CEO, said, “While treatment is more accessible due to government schemes, accommodation remains a major barrier. This campaign sheds light on that gap.”
Ogilvy Mumbai’s executive creative directors Fritz Gonsalves and Jayesh Raut added, “Our aim is to raise awareness and support for St. Jude’s incredible work, ensuring no child is left to fight cancer from the streets.”
