McCann Health Boot

We turned a wheelchair - the greatest fear for every newly diagnosed multiple sclerosis (MS) patient - into a beautiful, ordinary chair designed around their stories and advances in treatments to help hundreds of young patients to see a different and bright future.

Inspired by the courage of little patients, The Brave Belt is a karate belt that gives parents and caregivers the strength to face the hard battle of pediatric cancer, becoming a support program in different Italian hospitals.

In Italy, unprotected sex is the main risk for HIV infection. Beautifully shot on film, PrEPARED is the first documentary that investigates sexual habits with no prejudice: eight stories for eight different chapters based on data, to prove that great protection gives greater freedom.

In order to prove the severity of a gender disease and to make women talk to a doctor, The Right to Get Ahead campaign lays bare in a dramatic setting the stolen dreams of three women: three great goals they might have achieved, if they had not suffered from migraines.

This is a 72-hour event in which a branded tram - the most punctual means of transport - runs non-stop around Milan raising awareness for heart failure, a serious disease in which recognizing its symptoms in time is vital.

How do you help a brand of generic medicines reinforcing its positioning? Find the southernmost geographical extreme point of Italy, where access to health is extremely hard. Bring a task force of doctors for 3 days. Share the initiative through a beautiful documentary in 4 episodes.