BBDO Proximity Thailand creates a ‘Calendar of Life’ for Ramathibodi Foundation

The Ramathibodi Foundation, with help from BBDO Proximity Thailand, decided to demonstrate how short a patient’s life could be if they didn’t get treatment.

Calendar of Life shows that when left untreated, cancer patients sometimes do not have as many days as the rest of us. The Calendar of Life was designed to be adjustable. The length of each calendar was adjusted according to the life expectancy of each patient. BBDO Proximity printed and attached the code of every patient on the treatment waiting list to a calendar and adjusted the calendar length to reflect the estimated life expectancy of each patient.

For Cancer Patients who don’t receive the medical treatment or care needed, their time becomes much shorter than others. The Ramathibodi Foundation decided to demonstrate how short the patient’s life could be if they didn’t get treatment.

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The Calendar of Life was sent to the foundation’s donor data base and also to members of the general public. People were encouraged to donate by contacting the foundation via the number on the calendar. Every donation helped cancer patients receive necessary medical treatments, bringing more joy and days to their lives.

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Music: Merry Christmas Mr Lawrence by Ryuichi Sakamoto