Mumbai: It’s not just chemotherapy that India’s poorest children with cancer are fighting—it’s the city itself. With “Renu Vs The City”, St. Jude India ChildCare Centres, in partnership with Ogilvy Mumbai, has dropped a hard-hitting campaign that yanks the curtain back on an invisible crisis: families forced to live on footpaths while their kids undergo life-saving treatment.
At the heart of the campaign is Renu Kadam, a young girl living on the pavement outside a Mumbai cancer hospital. The film follows her harrowing daily routine—dodging traffic, trekking miles for basic needs, and trying to stay hopeful amid the chaos. Her story isn’t fiction; it’s a chilling mirror to the thousands of real families who come to cities seeking free treatment, only to find no roof and no respite.
St. Jude India ChildCare Centres CEO Anil Nair said, “While cancer treatment has become more accessible and affordable thanks to government schemes, many families still face the challenge of travelling long distances and finding a safe, hygienic place to stay in cities. This film, crafted by the committed teams at Ogilvy India and Hungry Films, sheds light on the struggles of the lesser privileged during treatment.”
Ogilvy Mumbai executive creative directors, Fritz Gonsalves and Jayesh Raut added, “Working on a brand like St. Jude India ChildCare Centres is truly a privilege. The work that this organisation does is genuinely inspiring. Our sole aim is to raise awareness about the work they do and encourage donations so that the thousands of children who travel to big cities for free cancer treatment are not forced to live on the streets while undergoing treatment.”
St. Jude’s mission is simple yet urgent: offer a safe, hygienic ‘home away from home’ to kids undergoing cancer treatment. With 45 centres across 11 cities, they provide what hospitals can’t—shelter, dignity, and peace of mind. But the need far outweighs capacity. Each year, 32,000 children require such support, and thousands still fall through the cracks.
“Renu Vs The City” is not just a tearjerker—it’s a call to action. The film urges viewers to donate, advocate, and amplify. Because no child should have to choose between cancer treatment and a place to sleep.
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