Hospice Casa Sperantei

See Beyond the ICU

Agency: Cheil


As Romania was being fully impacted by the COVID-19 pandemic, hospitals across the country scrambled to make more ICU beds available. So they proceeded to send home hundreds of terminally-ill patients without a care plane and without treatment. Hospice Casa Sperantei, the leading NGO offering palliative care, needed to raise awareness to this dramatic issue and convince people to donate in a moment when everybody was only paying attention to COVID-19. We created a series of 360-degree photos and posted them on Facebook inviting everyone to rotate the image so they could see thus beyond the freshly made available ICU beds and discover the stark reality of the abandoned terminally-ill cancer patients. As we were not allowed to take any pics inside the hospitals, we had to recreate the scenes as realistically as possible in 3D. In the quarantine period, Hospice Casa Sperantei centers managed to have 3,958 patients in care and to perform 5,049 consultations remotely. Their specialists made 1,059 visits at home and offered 690 psychological counseling sessions.

This professional campaign titled 'See Beyond the ICU' was published in Romania in August, 2020. It was created for the brand: Hospice Casa Sperantei, by ad agency: Cheil. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 3 years ago.


Advertising Agency: Cheil, Romania
Creative director: Mihai Gongu
Art director: Victor Trifan
Copywriter: Mihai Gongu
Agency producer: Monica Garbur
3D designer: Marijus Pudar

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