Thursday, 13 March 2014

If only for a second by Mimi Foundation

What an ingenius way to put a very special smile on a cancer patient's face.
In its latest project, a cancer foundation based in Belgium has tried to get 20 people to experience the feeling of being 'carefree' after being diagnosed with the disease - and captured that moment on camera.
The idea was inspired by a patient who told the foundation, 'You know what I miss the most? Being carefree'.
So to make that happen, staff invited 20 patients to a photo studio for what they told them was a free makeover from a team of professional hair and makeup stylists.

The Mimi Foundation, a French organisation focused on quality of life for people affected by cancer, has launched “If only for a second” (Ne serait-ce qu’une seconde), a campaign featuring 20 women and men experiencing a unique makeover. Patients going through chemotherapy and radiotherapy were offered a hair and makeup experience without being able to see themselves during the transformation. A photograph then immortalized the moment they opened their eyes. The campaign includes a limited edition book, in which every photo is followed by a caption, the date and the time the photo was taken. Donations are encouraged on the Mimi Foundation site.

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More info on the project here:

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