"Hope is worth much more than diamonds" and on that thought, Agency Africa turned hair into diamonds, and into a symbol of hope. The beautifully designed rings can be bought, and the money raised from the sales support the hospital. Very smart, though I don't think I would want a ring made from the hair of child cancer patients.

"During cancer treatment, hair loss can damage the morale of patients, and in particular children. For GRAACC – Children’s Cancer Hospital, this symbol of weakness was turned into the symbol of unbreakable hope, a diamond.

The integrated campaign, created by international creative agency Africa, set out to inform people of the hospital’s treatment of children and adolescents with cancer beyond a simple call for help. To do this, the hair lost by patients during their treatment was compressed, creating diamonds. These precious stones were embedded in a jewellery line, designed by renowned jeweller Ara Vartanian.

An exposition with photos of the patients wearing the jewels, taken by a selection of Brazil's top photographers, marked the highlight of the campaign. Using these photographs in print and online ads as well as via other communication routes, created mass awareness and boosted patients’ self-esteem.

The jewellery collection now serves as a source of income for GRAACC."

Title: Unbreakable Hope Client: GRAACC – Children’s Cancer Hospital/ Ara Vartanian Agency: Africa Executive Creative Director: Sergio Gordilho Projects Creative Director: Evandro Soares Creative Directors: Sergio Gordilho / Paulo Coelho / Aricio Fortes Art Directors: Rafael Gil / Paulo Coelho Copywriter: Guigo Oliva / Aricio Fortes Project Creative: Evandro Soares Project Producer: Mauricio Gessulli Diamond Producer: Brilho Infinito Client Services Team: Marcio Santoro/ Evandro Soares / Heloisa Pupim / Mauricio Gessulli / Fabiana Ganut Planning: Ana Paula Cortat Media: Luiz Fernando Vieira/ Evandro Soares / Mauricio Gessulli Print Production: Carla Lustosa / Edson Harada Photographer: Mauricio Nahas TV Producers: Rodrigo Ferrari / Leonardo Damasceno Production Company: Notorious Films Director: Mauricio Nahas DOP: Ted Carioba / Neko Freitas Editing and Post Production: Raphael Enes Sound Design: Satelite Audio Client approval: GRAACC: Dr. Sergio Petrili / Amanda Kartanas / Fabiola Polacchini Carrillo ARA VARTANIAN: Ara Vartanian / Debora Gentil / Fernanda Cheniaux / Stephanie Fischer