Close-up detail
Close-up detail


The Power of Caring Series

If Only for a Second

If Only For A Second we return to a world that we thought was lost.


Role and identity had been, almost in a second, stripped from the people featured and then with the almost enticing creativity of such heartfelt people who created this event, in a single second a person returned to the world.

Now, as I reflect back over the last thirty five years I think of those moments in time which I had been so, so previlaged to share with patients. I write more about the journey in The Power of Caring.

If only for a second

Photo Book for Mimi Foundation

“You know what I miss the most ? being carefree.”
Here is the sentence that inspired the «if only for a second» project.

June 17th, 2013, at the initiative of the Mimi Foundation and in collaboration with Leo Burnett France, 20 cancer patients participated in a unique makeover experience.
They were invited to a studio where they got a makeover-their hair and makeup, but without being able to see themselves while they were being made up.

A photograph then immortalized the moment when they opened their eyes to discover their new look. This discovery allowed them to forget their disease, "if only for a second."

The project was conducted in two stages. The first took place in Brussels in June, where the Mimi Foundation and Leo Burnett reunited the photographer Vincent Dixon and the director Coban Beutelstetter. One had the mission to immediately capture the second when these people saw themselves right after the transformation,the other to film every moment of their experience.

The second stage of the project was to organize a photo exhibition for the families of the patients on November 7th, 2013. The idea was to reveal for the first time, all the photographs taken by Vincent Dixon. Within a second, smiling faces were seen all over the room. At that very moment, cancer did not exist for the family members either.

For this project, there is a 3 minutes 43 seconds spot on YouTube channel: and on website :

A photo book entitled «if only for a second» can also be ordered:

This book contains 20 photographs of the project participants.
Every photo is accompanied by a description: the name of the person and the date and time the photo was taken. And most importantly; the very second in which everyone forgot about their disease.
Going through this book, the reader is carried away by laughter, giggles and carefree faces. Readers will even be surprised to have on their own faces ... a smile.

This is the heart of the idea of the project «If only for a second», to spread smiles.





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