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The Swedish Childhood Cancer Foundation has found a unique way to draw attention to an important issue.

In the video below, a subway advertisement featuring a girl whose hair blows in the wind as the train goes by, amuses and entertains commuters at first. Then, her wig flies off her head. The words, “Every day a child is diagnosed with cancer,” appear on the screen.

The powerful image of the bald teen is a reminder of the devastating effects of cancer and the increased need for funding to be put towards finding a cure for the disease.

Each year around 13,500 children are diagnosed with cancer in the United States, according to That’s more than an average-sized classroom of kids a day.

Watch the video below to see people reacting to the power advertisement: 

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