Mumbai: St. Jude India ChildCare Centres, in partnership with Ogilvy Mumbai, has unveiled a powerful new campaign titled “Renu Vs The City,” shining a light on the invisible yet urgent crisis faced by families travelling from small towns to cities like Mumbai in search of free cancer treatment for their children. At the heart of the campaign is a poignant short film that captures the emotional and physical challenges of living on city footpaths during treatment.
The film follows the journey of Renu Kadam, a young girl undergoing cancer treatment while living with her family on a footpath near a Mumbai hospital. Through her eyes, the campaign portrays the grim realities of thousands of families who, lacking access to safe and affordable accommodation, are forced to live in unsafe, unhygienic conditions—all while their children battle life-threatening illnesses.
Anil Nair, CEO, St. Jude India ChildCare Centres, emphasized the gravity of the situation, “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.”
The campaign aims to build awareness around the role of St. Jude India ChildCare Centres in addressing this crisis. With 45 centres across 11 cities, the organisation provides free, safe, and hygienic accommodation to children with cancer and their families, enabling them to continue treatment without the added burden of survival on the streets.
Fritz Gonsalves and Jayesh Raut, Executive Creative Directors at Ogilvy Mumbai, added, “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.”
Despite the organisation’s reach, the need remains immense. It’s estimated that over 32,000 children require such accommodation each year—many of whom still go without.
“Renu Vs The City” is a call to action: to inspire empathy, mobilise support, and raise crucial donations that will help expand access to these vital centres. Every contribution can help ensure that no child has to choose between healing and finding shelter. As the film movingly conveys, hope can only thrive where dignity and safety are assured.
Credits for Social platforms:
Chief Creative Officers, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Creative Team: Fritz Gonsalves, Jayesh Raut, Ricardo Vaz, Jatin Sangwan
Account Management Team: Dushyant Kumar, Saurabh Talpade, Shail Thakker
Brand Planning Team: Abigail Dias, Vinit J
