St. Jude India ChildCare Centres’ campaign “Renu Vs The City” has secured the 15th spot in IMPACT’s Top 75 Campaigns of 2025.
The campaign highlights a critical yet often overlooked challenge faced by families who travel from small towns to metros like Mumbai to access free cancer treatment for their children. While medical care may be available, the lack of affordable accommodation near hospitals forces many families to live on footpaths in unsafe and unhygienic conditions during the course of treatment.
At the centre of the campaign is a film that follows Renu Kadam, a young girl undergoing cancer treatment while living on a footpath near a Mumbai hospital. Told from Renu’s perspective, the film captures the daily struggles faced by families ranging from the search for safe shelter to walking long distances for basic necessities alongside the emotional and physical toll of prolonged treatment.
The narrative also draws attention to a harsh reality: for many families, these circumstances become so overwhelming that they discontinue treatment and return home midway.
Conceptualised by Ogilvy India, the campaign was led by Jatin Sangwan.
For the 2025 edition, the IMPACT editorial board assessed campaigns across parameters such as narrative clarity, creative execution, originality and production quality. The final list recognises campaigns that stood out for their strong messaging and cultural relevance.
