The directorial team Philistine (currently Tim Godsall and Steven Diller) of OPC Family Style directed this PSA in which a boy talks as if he were a grown man. The lad tells us about his wife, how they met in college. For him, it was live at first sight. For her, he says, probably love at second sight.
Then, he continues, last October a doctor found a lump in her breast. He then affirms, “I’m running for my wife.”
Supered messages appear which read: “Run for the Future”/”A Future Without Breast Cancer.”
An end tag informs us that a Run for the Cure event is being held on October 6 to raise funds for the Canadian Breast Cancer Foundation (CBCF).
“Sean” is one of four spots in this public service campaign from agency DARE in which children talk about who they are running for in the future.
The campaign was born through a strategic planning process, built on a compelling goal: with the support of the community, the CBCF will realize its vision of creating a future without breast cancer.
While CBCF’s vision is a clear one, previous Run marketing campaigns had taken a retrospective view, in memory of those who have struggled with the disease. DARE saw the need to re-focus on the central mission, making clear that the Run for the Cure is a step towards change for the future of women across Canada.
The creative, developed by DARE`s executive creative director Paul Little, brought this strategic insight to life using the simple yet powerful concept of children telling us who they are running for in the future. Whether a daughter, wife or granddaughter who might be diagnosed with breast cancer, the campaign highlights that it is a future that they shouldn’t have to face, if we continue to raise funds and work toward finding a cure for breast cancer.
The campaign will be in market through to run day on Sunday, October 6, 2013.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More