CONTEXT:
400 children are diagnosed each year with cancer in Romania, more than 1 per day. MedLife launched a free genetic testing program for diagnosed children that can offer them hope for a personalized treatment. To make sure we got awareness for the program we needed to create huge buzz from a limited budget. And who better else to helps us than David Popovici, worldwide swimming sensation and beloved children hero. He donated his most precious medal, the world championship one, to be melted and transformed into golden ribbons of hope, the international symbol for the fight against pediatric cancer. The campaign is ongoing, and all the ribbons will be integrated into an installation that will live and inspire hope in countless children in MedLife's Children Hospital. But the results are already spectacular: in the first 24 hours the campaign became international news, spread organically - NBC Sports, Euronews, Eurosport, Gazetta dello Sport, AS and countless others, not to mention local news magazines. It even got featured on TV, in the most important news bulletins. Press from 4 continents, more than 700 million in estimated reach worldwide, more than 1 million in earned media (and counting).
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