St. Jude’s “Renu Vs The City” Exposes Hidden Childhood Cancer Struggles

St. Jude India ChildCare Centres has launched a powerful new campaign, “Renu Vs The City,” to shine a spotlight on the unseen struggles of families fighting childhood cancer in India’s big cities. Crafted by Ogilvy Mumbai and Hungry Films, the campaign centers on a moving film that follows the journey of young Renu Kadam, who, like thousands of others, must live on a city footpath while undergoing cancer treatment.

The Harsh Reality Behind Childhood Cancer Treatment

Every year, thousands of families from small towns travel to major cities like Mumbai to access free cancer treatment for their children. While government schemes have made treatment more accessible and affordable, the lack of safe, hygienic, and affordable accommodation near hospitals forces many families to live in unsafe conditions—often on the streets or footpaths. These families face daily hardships:

• Walking long distances for basic facilities
• Living in unhygienic and unsafe environments
• Battling exhaustion, stress, and fear while caring for a sick child

For some, the struggle becomes so overwhelming that they abandon treatment and return home, even though childhood cancer has a high cure rate if supported by proper care and nutrition.

Renu’s Story: A Symbol of Resilience and Hope

The campaign film tells the story through the eyes of Renu, a young girl battling cancer while living with her family on a footpath outside a Mumbai hospital. Viewers witness her daily fight—not just against disease, but against the city itself. The film’s raw storytelling captures the emotional and physical toll on families, making their invisible crisis impossible to ignore.

St. Jude India ChildCare Centres: A Lifeline for Families

St. Jude India ChildCare Centres provides a critical solution to this crisis. With 45 centres across 11 cities, the organization offers free, safe, and clean accommodation to children with cancer and their families during treatment. These centres serve as a “home away from home,” allowing families to focus on healing rather than mere survival.

• Each year, an estimated 32,000 children in India need such accommodation, but many still go without.
• St. Jude’s can currently house about 500 families every day, highlighting the overwhelming need for more support.

The Campaign’s Goal: Awareness and Action

The primary aim of “Renu Vs The City” is to raise awareness about the hidden crisis faced by these families and encourage donations to expand St. Jude’s reach.

• 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 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.”

• Fritz Gonsalves and Jayesh Raut, Executive Creative Directors at Ogilvy Mumbai, added:

“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.”

How You Can Help

Donations to St. Jude India ChildCare Centres can cover the cost of a child’s accommodation and support for an entire year, giving families the stability they need to continue life-saving treatment. Every contribution helps ensure that no child has to choose between healing and shelter.

“Renu Vs The City” is more than a campaign—it’s a call to action for empathy, support, and change. By raising awareness and mobilizing donations, St. Jude India ChildCare Centres hopes to give every child fighting cancer a safe place to heal, and every family a reason to hope.