Unbreakable Hope: Agencia Africa’s campaign for a children’s cancer hospital turns patients’ hair into diamonds.
Hair loss is an unavoidable part of cancer treatment for many. And this can most affect a cancer patient’s self-esteem and morale, in particular children.
For GRAACC – Children’s Cancer Hospital, this symbol of weakness was turned into the symbol of “Unbreakable Hope”, a diamond.
Agencia Africa asked patients to donate the hair they lost during cancer treatment and had it compressed into diamonds.
The two have one thing in common – carbon. Using heat and methods to remove other elements, pressure is added to leave you with pure carbon in the form of graphite. When exposed to high pressure and temperatures, the carbon atoms align to form a diamond.
The stones were then embedded in a jewellery line, designed by renowned jewellery designer, Ara Vartanian.
The agency created an exhibition of photos of the patients wearing the jewels, shot by a selection of Brazil’s top photographers. And it used these photographs in print and online ads and social media, to spread awareness for children and adolescents with cancer and boost patients’ self-esteem.
The proceeds from the jewellery collection will go to GRAACC.
3 June 2014
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