The Swedish Childhood Cancer Fund invests in AI – new campaign from Microsoft and Steen Agency

Hammarö, Sweden – May 13, 2025 – Today, Microsoft and the Swedish Childhood Cancer Fund launch a campaign to highlight BrainChild – a new, promising initiative and one of the organization’s largest projects to date. The aim is to use multimodal AI, health data and advanced analytics to save more children’s lives. The communication is developed by Steen Agency.

The BrainChild project brings together researchers, technology developers and the healthcare sector with a clear goal: that every child affected by cancer will survive and go on to live a long and good life. The campaign, launched today, tells the story of how AI and machine learning can collect, structure and analyse health data to improve diagnostics and treatment in ways that were previously impossible.

“BrainChild shows what happens when technology and people work together. It is a story of hope, but also of the power of using data in an ethical, secure and scalable way,” says AnnMarie Löfberg, Marketing Manager Health & Life Sciences at Microsoft Sweden.

“Despite the progress in research, childhood cancer is still the most common cause of death from disease among children in Sweden. If structured data can help us identify new patterns, it might also give us answers to questions we don’t even know we should be asking. With this campaign, we want to show how healthcare and research are breaking new ground together,” says Anna Eklöf, Project Lead for BrainChild at the Swedish Childhood Cancer Fund.

Steen Agency is responsible for strategy, storytelling and production – with a documentary film as the central element. The film premieres today and is released together with a long-form article that explains both the technology and the vision behind BrainChild.

“This is an innovation project that truly matters. Our task has been to turn a complex and highly technical story into something accessible, emotionally engaging and, above all, relevant to a broad audience. This is storytelling that genuinely makes a difference,” says Lars-Petter Steen, Business Director at Steen Agency.

The campaign targets both decision-makers within healthcare and the general public. The goal is to increase understanding of the crucial role technology can play in the future of healthcare, while also building support for safer and more accessible data sharing within research.

Watch the story here.

About Steen Agency

Steen Agency is a sharp, agile communications agency that makes complex B2B communication human, visual and memorable. We create communication that resonates with both heart and mind. With film at its core and strategy as its backbone, we develop content that truly makes a difference. Our clients include Microsoft, Sandvik Coromant, TD SYNNEX and Newsec.