Poignant film by Ogilvy Mumbai captures the harsh realities of families forced to live on footpaths while their children battle cancer; campaign calls for support to expand free accommodation centres
Mumbai, July 2, 2025 – Every year, thousands of families from India’s small towns travel to cities like Mumbai seeking free cancer treatment for their children. Yet, without affordable accommodation near hospitals, many are left with no choice but to live on footpaths under dangerous and unhygienic conditions while their children undergo treatment.
Through Renu’s eyes, viewers witness the daily hardships families endure—from finding safe shelter to walking long distances for basic needs—while their children fight for their lives. These challenges often become so overwhelming that many families abandon treatment altogether and return home, putting their children’s survival at risk.
St. Jude India ChildCare Centres addresses this crisis by operating 45 centres across 11 cities, offering free, safe, and hygienic accommodation for children with cancer and their families during treatment. These centres become a “home away from home,” enabling families to focus on healing instead of survival.
Anil Nair, CEO of St. Jude India ChildCare Centres, said, “While cancer treatment has become more accessible and affordable thanks to government schemes, many families still face the daunting challenge of traveling long distances and securing safe accommodation. This film, created with the dedication of Ogilvy India and Hungry Films, highlights the plight of underprivileged families during treatment.”
Fritz Gonsalves and Jayesh Raut, Executive Creative Directors at Ogilvy Mumbai, added, “Working with St. Jude India ChildCare Centres is a privilege. Our goal is to raise awareness about their inspiring work and encourage donations so that children coming to big cities for cancer treatment are not forced to live on the streets.”
Despite St. Jude’s impactful efforts, the need remains critical: approximately 32,000 children in India require such accommodation every year, yet many still lack it. “Renu Vs The City” aims to increase awareness of this urgent issue and inspire public support to help expand these lifesaving centres.
Every donation brings hope, creating safe havens where no child must choose between fighting cancer and having a place to sleep. Together, we can ensure every child gets the chance to heal and thrive.
