Reframing cancer research

In a crowded charity space, we reframed cancer research through a powerful insight: research equals more time to live. Time to Live was a world-first exhibition where terminally ill Emily auctioned 3-minute moments of her remaining time. One-on-one, visitors felt the weight of time running out, making the need for bold research personal. With just $50k, the activation generated $2M+ in EMV and gave Emily a platform to show why time matters.

“Emily is dying so why is she selling off her remaining time to strangers?”