When a child is diagnosed with cancer they face a future filled with scary procedures, debilitating physical changes and complex emotional issues. The Imaginary Friend Society was a way to combat the immense fear and anxiety that comes with that diagnosis. The first-of-its-kind series of 23 animated short films explain all facets of pediatric cancer in a way a kid can understand, and have become an important tool for doctors, nurses, caregivers and parents. The films have been adopted by pediatric cancer hospitals worldwide and has been translated into 13 languages. Most importantly, they’re making a difference.
Awards: Cannes Gold x2 // Cannes Shortlist x9 // One Show Gold, 2 Silver, 2 Bronze, 1 Merit // Clio Health GRAND // Art Directors Club 1 Gold, 1 Silver, 1 Bronze, 2 Merits
Imaginary Friends Society case study
The 23 films were done pro bono by 23 animation companies from seven different countries. It truly was a global labor of love. Below are just a few of the films.
‘What’s an MRI?” film
“Feeling Sad” film
‘Returning to School” film
We created a mobile website (as well as a YouTube channel) to make it easy for kids in hospitals to access the films on a phone, tablet or computer.
In addition we created several AR apps that used the characters from the films to help in other ways. The one detailed below allowed kids to get pep talks from the characters at moments when they needed it most. Like, say, before a chemo treatment or MRI.
App overview
At launch, we encouraged people to donate their own imaginary friends to the cause and transformed over 100 of them into coloring books, posters, journals and MRI-safe stuffed toys that children could use during their hospital stays.
“Imaginary Friend Donation” overview
We created posters for all the movies, and launched the series with a proper film festival and red carpet event, for an audience of pediatric cancer patients and their families.
