The dancer, director and choreographer Sara Baras and the actress, journalist and president of the Spanish Academy of Performing Arts, Cayetana Guillén Cuervo participate in the two new million bags that Cinfa will deliver to Spanish pharmacies.
As part of the campaign “From his gaze to yours”, these bags bring together fragments of the book “The patient’s gaze” by Cinfa, with which the company seeks making stories visible and the reality of patients and pay tribute to the associations that support them in their daily lives.
In this new edition of sachets, whose delivery to pharmacies has already begun, you can read a sentence from the text that each author wrote for the second volume of the The Book of Cinfapublished in 2022.
Along with the sentence, there also appears a QR code which allows you to download the complete book on your mobile phone, to know the twenty stories written by various personalities from the field of art, culture, gastronomy or sport of our country, as well as the images that inspired them.
Thus, the writing entitled “Agarrada a tu gaze” makes a beautiful reflection on memory and the passage of time that the dancer Sara Baras dedicates to the protagonist of the image, an Alzheimer’s patient named Manuela. This old woman was photographed by the photographer Santiago Sanchez Castanowho titled the image “Child’s Play.” This is the excerpt printed on the bags: “And look for yourself in your smile, which still draws the room with brilliance, which still paints with brilliance the hope, which, despite a thousand tears saved, is still reborn in you every morning.”
For its part, the sentence signed by Cayetana Guillén Cuervo It is taken from his text “Working from Love” and says: “It is about completing ourselves. Weaving a web of help that allows us all to live better.
The full text signed by the journalist speaks of the work of support and care carried out by professionals from patient associations and finds its origin in the photograph “Work from love”, which the photographer Simon Garcia Asensio taken at Jana and Thiagotwo minors with Mowat Wilson syndrome, during one of the activities they carry out in their special education center.
“By capturing these words on an everyday object like the sachets delivered to pharmacies, we want to encourage everyone who has them in their hands to take a moment to read and discover these stories to empathize with their protagonists,” he explains. Enrique OrdièresPresident of Cinfa-. The people of Cinfa believe that it is necessary to understand the reality that surrounds patients and their caregivers in order to support and accompany them. With this action, we share this ambition with professionals in the pharmaceutical sector, who are also very close to these complex situations and can contribute to making them socially visible.
Sustainable bags
In line with the commitment to sustainable development and Cinfa EnvironmentThe two models of bags used in the “From Look to Yours” campaign are made from renewable plant materials, in accordance with European regulations, and are 100% biodegradable and compostable.
“From his gaze to yours” began in 2022 and, since then, around nine million sachets containing texts signed by various personalities who have participated in the two books published so far by Cinfa have been delivered to Spanish pharmacies: Belen Ruedaactress and honorary president of the Menudos Corazones Foundation; Soledad Puertolaswriter; Therese PeralesParalympic swimmer and Princess of Asturias Sports Award winner; Juan Carlos Unzueformer football player and coach and suffering from ALS; Carmen Posadaswriter; and Ramon Freixachief.
Six competitions, two books, two exhibitions at Atocha and a short film
“The Patient’s Gaze” began its journey in 2017, with a solidarity competition that has had six editions in 2023 and which, over the years, has collected more than 2,200 images from many very committed photographers.
In order to share this view with as many people as possible, the book “The Patient’s View” was born, with an edition in 2020 and another in 2022. These works contain a selection of images presented in the contest, accompanied by stories inspired by the stories behind these photos, from the hands of personalities from art, sports, communication or gastronomy in our country, such as Ricky Rubio, Isabel Coixet, Vicente del Bosque, Julia Navarro, Juan José Millás, Luz Casal, Soledad Puértolas or Juan Mari Arzak.
The next step was a solidarity exhibition of photos and phrases from both books in the arrivals tunnel of the Atocha-Almudena Grandes station, which millions of travelers had access to through two exhibitions, one in March 2023 and the other in August of this year. With these exhibitions, Cinfa pays tribute to patients and those who accompany them in their daily lives, whether they are family caregivers or associations. In addition, Cinfa and Menudos Corazones collaborated in 2023 to create a short film that makes congenital heart disease visible, starring Belén Rueda, honorary president of the foundation.
