Cancer Campaign uses the Mona Lisa by Da Vinci

A tumor is life-changing. No value is the slogan launched by the Ant Foundation campaign, which provides free cancer home care throughout Italy and fulfills its 35th anniversary.

The striking image of an advertising campaign to raise awareness among Italians about the change that cancer causes in the lives of those who suffer.

The campaign features the famous Mona Lisa by Leonardo Da Vinci as is recognized worldwide without hair, one of the most obvious consequences caused by cancer.

“The goal of the campaign is to highlight the value and dignity of life, that has to be preserved until the last moment,” he told Efe Margarita Tasttini spokesman Foundation.

Tasttini explained that the campaign will continue at least until 2014 and will have as main transmission means internet, including social networks, and some of the most important Italian newspapers like “La Repubblica” or the “Corriere della Sera”.

“The Mona Lisa presented distorts the image so that it have in memory, as does a tumor with the story of a person, but, overcome the initial shock, we realize that the work loses none of its value” explains the Foundation.

“We must make people aware about the importance of caring for the sick in their homes, beyond hospitals. We are a non-profit foundation that carry it out, “said Tasttini.

The Ant Foundation assists the sick at home with the support of doctors, nurses and psychologists “between family love and warmth of the house.”

“The campaign’s mission is to show that, despite the challenges that people face, the value of their lives remains unchanged, and the duty to care for it, that’s our philosophy,” he added.

Tasttini keen to stress that this campaign was devised for free for Italian advertising agency “Iris”.

No hair, mustache, color or any other distinguishing mark, the Mona Lisa has become a recurring icon to change image, either by advertising or artistic reasons.