République Taps AI for #FutureReina, a Campaign for The Children’s Cancer Center of Lebanon
Posted on January 30, 2019 | By Ghada Azzi

Marked on February 4, World Cancer Day is the one singular initiative under which the entire world can unite together in the fight against the global cancer epidemic. For that occasion, The Children’s Cancer Center of Lebanon is launching a campaign, titled #FutureReina, to trigger awareness of cancer, encourage its prevention and detection, and to raise funds for its no-cost treatment of cancer patients.

The campaign, created by Beirut-based agency République, tells the story of 8-year-old cancer patient, Reina. The team at République decided to take a fundamentally new approach to tackle the fund issue for Cancer patient. Indeed, they opted to use Artificial Intelligence (AI) to recreate Reina in the future to show how people’s donations can guarantee an 80% survival rate in hopes that it will encourage them to keep donating so that her future and that of other patients can become a reality. Without these funds, the Center cannot sustain its free treatments.
The campaign directed by Cherine El Khoury, took five months of intense work with a team of over 40 people working with data, AI software, motion tracking systems and graphic filters. To be able to create the most accurate portrayal of Reina in the future, the production team relied on a catalog of pictures from Reina’s immediate family to analyze their aging process. This helped develop a digital recreation of Reina, as close as possible to her future self.
The end result is a glimpse of hope into Reina’s future, hence showing what funding can achieve.
This campaign illustrates the magnitude of social impact possible when we couple AI with human skill and ingenuity.
It is indeed a sound example on how AI can be used to scale the human mind and to fundamentally rethink how we solve the world’s problems.


Credits:
Agency: République Beirut, Lebanon
Production: Robocom VR, Lebanon
Director: Cherine El Khoury


How can people support? https://cccl.org.lb/Donate-Now