ArabAd - - DESIGN -

Matealda is a foun­da­tion that came to life af­ter my mother, Matilda, lost her bat­tle to ovar­ian can­cer in 2014. My sis­ter Joelle who was the master mind of this idea, came one day and said let’s hon­our our mother by shed­ding light on this silent is­sue in the so­ci­ety and as well as telling her story and brave bat­tle with can­cer in hopes to help­ing other peo­ple who might be af­fected to find the strength to carry on.

I used the anal­ogy with fruits to por­tray my mes­sage in this cam­paign: “Time to ovary act”. Fruits sym­bol­ise life and death, fem­i­nin­ity, fer­til­ity, health and so on. I chose to raise aware­ness about ovar­ian can­cer through an un­usual and cre­ative way to grab at­ten­tion rather stick­ing to the con­ven­tional way of show­ing the ovaries or high­light­ing tes­ti­monies from peo­ple af­fected.


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