“The Brave Belt–Stronger Together,” McCann Health Italy’s campaign for Pfizer, in collaboration with Kids Kicking Cancer (KKC) Italia, helps parents of children with pediatric cancer combat their own fear.
The campaign aims to provide parents with the necessary strength to support their children. Very often kids are stronger than their parents in these situations. Helping the child and their parents is The Brave Belt initiative in which martial arts serve as therapy, empowering physical, spiritual and emotional healing. The young patients, thanks to KKC teachings, are taught to help others struggling with illness, as well as their own parents and caregivers, how to “breathe in the light and blow out the darkness.”
KKC Italia created four simple martial arts techniques, “breathe,” “concentrate,” “defend” and “react,” which were symbolically printed on a black karate belt. This belt, given by children to their parents, teaches parents how to cope with their emotions.
This film–directed by Bruno Palma of Sator International Group–reflects the heart and values of KKC.
“Though parents feel like they need to be an example of courage for their children, it’s the lessons we learn from children, and their strength in the face of adversity, particularly life-threatening illness, that can be an inspiration to all of us,” said Matt Eastwood, global chief creative officer, McCann Health.
The Brave Belt has officially become a support program for parents and children adopted by 25 hospitals in Italy. It also received the endorsement of FIJLKAM (Federazione Italiana Judo Lotta Karate Arti Marziali), the Italian Federation of Judo, Fight, Karate and Martial Arts.
