This campaign began in an unexpected way. A message on LinkedIn. From Max, a 12-year-old boy with cancer who wanted to make noise — to speak out about childhood cancer and the lack of funding for its research. We created GoodMax, an unfinished film set in a world of motorcycles — Max’s greatest passion — and a fight against childhood cancer’s biggest enemy: the shadow.
The story resonated. National Photography Prize winner Alberto García-Alix joined the project, creating powerful posters that helped the message spread.
With zero media investment, we reached over 200 million people and raised €100,000 for research.
