Publicis Groupe Launched Working with Cancer at the World Economic Forum in Davos

Feb. 08, 2023

Publicis Groupe launched Working with Cancer at the World Economic Forum in Davos on 17th January, calling companies to erase the stigma and insecurity around people suffering from cancer and other long-term illnesses in the workplace.

A few days away from World Cancer Day, the coalition is now setting its sights on the wider world, launching an integrated mass media campaign calling for greater solidarity at work.

Arthur Sadoun, Chairman of the Management Board of Publicis Groupe, himself diagnosed and treated for cancer last year, said: 

"Thanks to the coalition of our partners and the support of the World Economic Forum, Working with Cancer is already positively impacting the lives of 20 million people. Of course, we will continue to rally more companies to the movement. But just as vital is the role all of us can play by standing with our colleagues with cancer. That is why we are launching a call not only for awareness, but for action from everyone, to create a real cultural shift in the workplace."

 

Half of us will be diagnosed with cancer in our lifetime. However, most people living with this disease don't dare talk about it at work, although those who did discuss it feel it was essential in their recovery journey.

With this campaign, the coalition wishes to encourage each of us to break the taboo and offer support and solidarity in the workplace.

In order to engage the general public, the Publicis group relies on the impact of advertising creativity and has raised $100 million in media from partners around the world, including all major French Display media, TV, Press, Cinema and digital. Publicis will contribute directly by investing in a spot at the Super Bowl.

This campaign was entrusted to Marco Venturelli, Creative Director of Publicis in France. Central to this call is the film ‘Monday’ which depicts the journey of two cancer patients, a woman and a man, as they return to the workplace after their recovery. They both reflect on the physical and moral hardships they have gone through. The film ends with them coming together with their boss and colleagues showing a simple but strong moment of solidarity that changes everything.

Marco Venturelli explained:

"Behind every cancer, there is always an odyssey, physical, mental, very personal, and I wanted to show it in a film with a lot of emotion to create empathy for us all. That’s what this campaign is all about."

 

For this film, the agencies Publicis Conseil and Prodigious called on a duo of directors: Elena Petitti Di Roberto and Martin de Turah. Among the crew behind the film, many were cancer or long-term illnesses survivors and caregivers themselves, bringing personal and authentic resonance to a film that highlights a universal issue. Finally, the shooting was largely done within and thanks to the teams of the Institut Gustave Roussy in Paris.

Thank you to all international and French medias for their generosity and especially to TF1, M6, Canal Plus, NRJ, M6, BFM TV, 20 Minutes, L'Equipe, francetv.fr, Le Groupe Figaro, Les Echos, Le Point, Le Parisien, L'auto-Journal, Télé Poche, Closer, Marie France, L'Ami des Jardins et de la Maison, Mediatransports, Clear Channel, JCDecaux, Giraudy, Phoenix, Instore Media, Vediaud, DOOHYoulike, Mediavision, Teads, Snapchat, Youtube and Meta...