'Chemotherapy - I'm So Over You' Media Campaign Moves Beyond Moscow
In Russia today more than 1.5 million women are living with a cancer diagnosis, and the vast majority of them need psychological support in addition to medical treatment.
Headed by cancer survivor Olga Pavlova, the Fund for the Development of Intersectoral Partnership launched a media campaign in Moscow to destigmatize cancer, eradicate false stereotypes, assuage fears and help make society more tolerant and humane.
For months images of well-known Russian women of all ages appeared in the metro, on Russian railroads media screens, on billboards and in magazines. The Kashirskaya metro station, which happens to be near the Blokhin Cancer Research Center, hosted an enormous exhibition that covered the halls and foyer with images and information about cancer for two months. This once-taboo subject was taboo no more, as women such as Natalya Sindeyeva, the head of TVRain and actress Yulia Sharova appear with unexpectedly witty and almost flip comments on why they no longer need chemotherapy: "Our astrological signs were compatible"; "I was too good for him."
The Fund worked with more than a dozen partners, including Maer Media, which provided free billboard space, and Russian Railroads, which showed clips on their in-service programming. Their site myphototherapy.ru, instagram account and other media reached well over 10 mln people.
Now the project will roll out in the Russian regions, starting with Tatarstan and Bashortostan this winter.
Headed by cancer survivor Olga Pavlova, the Fund for the Development of Intersectoral Partnership launched a media campaign in Moscow to destigmatize cancer, eradicate false stereotypes, assuage fears and help make society more tolerant and humane.
For months images of well-known Russian women of all ages appeared in the metro, on Russian railroads media screens, on billboards and in magazines. The Kashirskaya metro station, which happens to be near the Blokhin Cancer Research Center, hosted an enormous exhibition that covered the halls and foyer with images and information about cancer for two months. This once-taboo subject was taboo no more, as women such as Natalya Sindeyeva, the head of TVRain and actress Yulia Sharova appear with unexpectedly witty and almost flip comments on why they no longer need chemotherapy: "Our astrological signs were compatible"; "I was too good for him."
The Fund worked with more than a dozen partners, including Maer Media, which provided free billboard space, and Russian Railroads, which showed clips on their in-service programming. Their site myphototherapy.ru, instagram account and other media reached well over 10 mln people.
Now the project will roll out in the Russian regions, starting with Tatarstan and Bashortostan this winter.
"His name means nothing to me now."
Natalya Sindeyeva, general director of TVRain, one of the informational partners of the project.
Olga Pavlova / myphototherapy.ru
"Our astrological signs just weren't compatible."
Yulya Sharova, actress. More than 200 stories have been contributed to the website from all over the world. The website links to partner organizations, which offer a range of assistance, from monetary to psychological.
Olga Pavlova / myphototherapy.ru
"I was too good for him."
Zoya Shlyakova, pensioner. Her photograph was on shopping mall billboards in December and January.
Olga Pavlova / myphototherapy.ru
"It's not you. It's me."
Snezhanna Georgieva, co-owner of the Zolotaya Balka vineyard. The project video was shown on all the cars of the Moscow metro throughout December. Approximately 90 million people saw the video.
Olga Pavlova / myphototherapy.ru
"My mother never liked him."
Alexandra Gaposhkina, artist. The project's goals are to help patients psychologically, provide access to treatment and assistance, and promote greater understanding in society about cancer and its cures, as well as compassion for those undergoing treatment.
Olga Pavlova / myphototherapy.ru
