Medlife: Gold for hope

Romanian healthcare clinic MedLife gained over 1 billion in reach for a campaign starring swimmer David Popovici, who melted down his first gold medal to publicise its genetic testing programme that aimed to improve the success rate of paediatric cancer treatment.

Whis is this Campaign Worthy of an Award?

Enrolling a sports celebrity in a campaign is not unusual. But convincing that celebrity to part with their most dear gold medal for the benefit of others is something special.

It was David Popovici's first gold medal ever, his dearest one in all his past and future records. And yet, in our campaign, he agreed to part with it and never see it again, because... it no longer exists. It took the form of golden ribbons of hope for cancer surviving children.

Take a look at our (heart) melting campaign that reached...

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