Inaugurated in April 2002, the Children’s Cancer Center of Lebanon (CCCL) is an NGO, affiliated to St. Jude Children’s Research Hospital (St. Jude) in Memphis, Tennessee.
Their mission is to secure the necessary funds for children cancer patients in Lebanon and get them access to the latest cancer treatment at no cost to the parents.
@ccclebanonThe Cancer Center relies on $15,000,000 of donations annually to continue its free treatment, with an 80% average survival rate in 2018.
On World Cancer Day 2019, the Children’s Cancer Center of Lebanon is launching a campaign using Artificial Intelligence to raise awareness and funds for its no-cost treatment of cancer patients.
The campaign, created by Beirut-based agency, RĂ©publique, tells the story of an 8-year-old cancer patient, Reina.
Using AI, they recreated Reina in the future to show how donations can guarantee an 80% survival rate in hopes that it will encourage them to keep donating. This is to show that it will help her future and that of other patients. Without these funds, the cancer center can’t guarantee the same survival rate.
Through Artificial Intelligence they were able to give a glimpse into Reina’s bright future, that through your support they can make sure she lives to see it. Â
The campaign, directed by Cherine El Khoury, took 5 months of intense work with a team of over 40 people working with data, AI software, motion tracking systems, and graphics filters.
To be able to create the most accurate portrayal of Reina in the future, they relied on a catalog of pictures from Reina’s immediate family to analyze their ageing process. This helped develop a digital recreation of Reina, as close as possible to her future self.
The campaign launched as a teaser and will be officially online on Friday, February 1st coinciding with World Cancer Day on the 4th of February.
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