“The Brave Belt–Stronger Together,” McCann Health Italy’s campaign for Pfizer, in collaboration with Kids Kicking Cancer (KKC) Italia, helps parents of children with pediatric cancer combat their own fear.
The campaign aims to provide parents with the necessary strength to support their children. Very often kids are stronger than their parents in these situations. Helping the child and their parents is The Brave Belt initiative in which martial arts serve as therapy, empowering physical, spiritual and emotional healing. The young patients, thanks to KKC teachings, are taught to help others struggling with illness, as well as their own parents and caregivers, how to “breathe in the light and blow out the darkness.”
KKC Italia created four simple martial arts techniques, “breathe,” “concentrate,” “defend” and “react,” which were symbolically printed on a black karate belt. This belt, given by children to their parents, teaches parents how to cope with their emotions.
This film–directed by Bruno Palma of Sator International Group–reflects the heart and values of KKC.
“Though parents feel like they need to be an example of courage for their children, it’s the lessons we learn from children, and their strength in the face of adversity, particularly life-threatening illness, that can be an inspiration to all of us,” said Matt Eastwood, global chief creative officer, McCann Health.
The Brave Belt has officially become a support program for parents and children adopted by 25 hospitals in Italy. It also received the endorsement of FIJLKAM (Federazione Italiana Judo Lotta Karate Arti Marziali), the Italian Federation of Judo, Fight, Karate and Martial Arts.
CreditsClient Pfizer, Kids Kicking Cancer (KKC) Italia Agency McCann Health Italy Fabio Teodori, chief creative officer; Sarah Amatori, creative director, copywriter; Pietro Gigliotti, art director; Andrea Nosotti, digital manager. Production Company Sator International Group Bruno Palma, director. Music Danilo Caposseno
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More