A creative campaign developed for Advita, a charitable foundation that supports people with serious illnesses. The project repositions the organization through a niche fashion market initiative, shifting the narrative from pity to empowerment and vitality.
ICU developed a communications strategy for AdVita, a St. Petersburg-based charity supporting people with cancer. The project aimed to shift public perception of charity from an act of pity to a natural, everyday habit by using the aesthetics of digital subscriptions to make giving feel modern and effortless.