Canadian cancer charity Leucan is hoping to raise awareness of how families cope when a child is struck by cancer by launching a new multi-media campaign, including an immersive virtual reality (VR) experience.
Leucan was founded in 1978 by parents of children suffering from cancer and members of the oncology team at Sainte-Justine UHC with the aim of improving the recovery rate and general well-being of sick children.
The new campaign features members of a group Leucan calls The Defenders, which consists of all the people who are involved with Leucan to help families cope with what comes after a diagnosis of cancer.
“Over the past 40 years, Leucan has been surrounded by Defenders: our donors, volunteers, participants, partners… The idea to represent them like members of a gang doing good for families of children with cancer came from them,” explained Lysanne Groulx, Director, Annual Campaigns and Communications.
As well as TV, social media and print advertising, Leucan have worked in partnership with Productions Figure 55 to present a VR experience called Mettons-nous à leur place which translates as ‘Let’s Put Ourselves In Their Shoes’. The VR experience puts the viewer inside the reality of what it’s like to be part of a family who discovers that a child has cancer, showing the intense emotions and the support provided by Leucan’s work.
The VR experience forms part of Leucan’s recognition of its 40th anniversary, during which time the charity has provided funding for clinical research as well as support for families coping with cancer across Quebec.
The script was inspired by testimonials from real families who have benefited from Leucan’s support. The VR experience will be made accessible to members of the public as part of special activities and benefit events, such as the Leucan Shaved Head Challenge.