In an effort to break locals taboo about discussion of life-threatening diseases, the Qatar Cancer Society has partnered with Resolution Productions to raise awareness about the illness with a new video.

Titled “Generosity is its Own Reward,” the two-minute video began airing on Qatar Television yesterday, and will continue to run for the next three months.

It centers on a little boy who, in trying to cope with the fact that his grandfather has suddenly fallen ill, decides to raise money for QCS. The soundtrack of the video was produced by Qatari musician Fahad Al Kubaisi, and production was supported by Ooredoo, Barwa Bank, Qatargas, Al Faisal Holdings, QTV and Qmedia.

Resolution Productions also donated its time and efforts. Speaking to Doha News, the company’s managing director Kirby Kearns said:

“It is a frightening statistic that while cancer is on the decrease in many western countries it is on the increase in the Middle East and has now overtaken traffic accidents as the number one killer of people in Qatar.

It was however fantastic to have the community and local corporations get behind this project with such passion and commitment. This film was our attempt to create a piece of work that would not only resonate and touch the local audience but really leave a lasting impression on Qatari society as whole.”

Thoughts?