Cancer is a taboo in Georgia, affecting 30,000 women who often hide their battle behind colorful headscarves. Todua Clinic chose hope as its strategy, recognizing its role in helping patients endure treatment. We transformed survivors’ real headscarves into Flags of Victory, turning a symbol of concealment into one of strength, sparking a national conversation around cancer.
The film depicts everyday struggles of cancer patients and real cancer survivors, with a voice-over by Nato Metonidze - famous Georgian singer and cancer survivor herself. Premiering on World Cancer Day, "Flags of Victory" sparked nationwide conversation, generating 7.3 million views and reaching 2.7 million people with almost no media spend. It inspired public discussion, organic sharing by patients and health professionals, and contributed to a historic 15% increase in Todua Clinic patient numbers.
