Gustave Roussy Unveils an Inspiring New Campaign

Unveiled on World Cancer Day, February 4, 2025, Gustave Roussy’s latest campaign delivers a powerful message of hope and scientific progress. The film follows Lucie’s journey through the various illnesses she faces and overcomes, including a rare cancer diagnosed at the age of 36, thanks to advances in science and medicine. Created pro bono by Publicis Conseil, directed by Jaco Van Dormael and produced by Hamlet, this film calls for collective mobilization to enhance funding for research and accelerate the transformation of cancer treatment.

To donate: https://bit.ly/3CJiMYW or send "DON" by SMS to 92250 to make a €10 donation.

A Story of Science, Progress, and Hope

How can we tell the story of scientific breakthroughs and instil hope using only medical and scientific images? This is the challenge taken up by Gustave Roussy’s new awareness campaign, launched in collaboration with Publicis Conseil and Hamlet. The film follows Lucie, a young woman whose life, marked by illness, highlights the remarkable progress made in medicine. It also serves as a tribute to the researchers, doctors, and specialists who have revolutionised the treatment of diseases that were once deemed incurable, saving countless lives.

Faced with a very rare cancer at the age of 36, Lucie overcomes this ordeal thanks to "a new treatment that did not exist yesterday," made possible by personalised therapeutic approaches in oncology. This strategy, led by Gustave Roussy, identifies cancer cell mutations, enabling precise diagnoses and personalised, more effective treatments. Lucie’s story has been broadcast on television and digital platforms since 4 February.

► Watch the video on Youtube

A Turning Point in Oncology

“In a world where cancer affects one in two people—and an increasing number of young adults—we want to show that cancer is now a stage of life from which most patients recover, thanks to scientific progress. Lucie’s story reflects the journey of thousands of patients. This film highlights the pivotal role of Gustave Roussy, its doctors, researchers, and professionals in the history of major scientific breakthroughs,” says Professor Fabrice Barlesi, CEO of Gustave Roussy.

Oncology stands at a turning point. Thanks to precision medicine, 66% of cancer patients are now cured. Nevertheless, our ambition does not stop there: Gustave Roussy aims to cure 80% of patients by 2040. Achieving this goal requires continued and reinforced collective action. Donations play a crucial role in supporting the researchers of Gustave Roussy, ranked as the #1 cancer centre in France and Europe, and #4 worldwide.

To contribute to this mission, make a donation: https://bit.ly/3CJiMYW  or send "DON" by SMS to 92250 to make a €10 donation.

This campaign was designed pro bono by Publicis Conseil, with the support of Prodigious and Publicis Media. A heartfelt thanks to Hamlet for their generosity in producing this film, and to TF1 Pub, FTP, M6 Pub, CBS, BFM RMC ADS, AMAURY, BEVIACOM, and REGIS for their valuable contributions. We also extend our gratitude to Cambridge University for making their images available to support this important cause.