⁨Renu vs The City⁩.

⁨People skip charity appeals that feel distressing, and the housing problem behind cancer treatment gets far less attention than the disease itself. St. Jude needed donors to trust it enough to fund more beds.⁩

⁨Ogilvy built the film as a single take in which Renu gives practical tips for street life, such as staying away from traffic signals and wearing socks at night against rats. The tips came from real conversations with families who had lived on the street during treatment, and the brief ruled out graphic images. The film ran on Instagram, Facebook and YouTube, played in cinemas before features, and pointed viewers to St. Jude's donation platform. Hungry Films produced it.⁩