It’s a Thing x Mr Brainwash Exhibition
It’s a Thing
How do you create awareness for Head and Neck cancer in a way that’s easy to connect to, allows people to participate, and allows them to become a bit more curious?
The American Cancer Society estimates that more than 60,000 people in the U.S. are diagnosed with head and neck cancer each year. But according to a survey conducted by the National Center for Biotechnology Information, 66 percent of Americans reported they had little to no knowledge of the disease. It’s A Thing, established by Troka/Mission’s Founder and President Nicola Stephenson, is a non-profit organisation that helps raise awareness of the disease and raises funds for research at Memorial Sloan Kettering Cancer Center.
The project consisted of a 2-week interactive installation and exhibition curated by popular street artist Mr. Brainwash at the iconic Starrett-Lehigh hosted by RXR, a gift shop open to the public selling branded merchandise, a VIP dinner and live auction by Paddle8 for 200 of New York’s elite, and partner activity with Quip, WSJ, Soho House Group, Equinox, and more. The project has raised over $500,000.