This new campaign portrays Macmillan Cancer Support staff as compassionate warriors who do whatever it takes to help those who face the daily challenges and triumphs of living with cancer. The staffers’ grit, skill, ingenuity, humor and tenderness shine through in the work including this launch film, “Tender yet Tough,” directed by Jonathan Alric of production house Iconoclast for agency AMV BBDO in London.
“Tender yet Tough” is designed to drum up financial donations for Macmillan which has seen its funding hit hard during the pandemic. Estimates are that as many as 50,000 people in the U.K. are missing a cancer diagnosis because of the disruption caused by COVID-19. That number could double by this time next year if cancer referrals and screening do not catch up. This would leave 100,000 people at risk of being diagnosed late and having a lower chance of survival. The “Forgotten C” means Macmillan’s services are more vital than ever.
Michael Pring, deputy chairman & CMO at AMV BBDO, commented: “We have high hopes that sharing the true spirit, grit and empathy of Macmillan professionals in this way will motivate millions of people to seek the support they need and to donate whatever they can, because unfortunately cancer does not go on hold during a pandemic.”
CreditsClient Macmillan Cancer Support Agency AMV BBDO, London Alex Grieve, chief creative officer; Nadja Lossott, Nicholas Hulley, executive creative directors; Andy Clough, Rich McGrann, creative directors; Benjamin Polkinghorne, Scott Kelly, creative team; Verity Elvin, TV producer; Daniel Mead, typographer/designer. Production Iconoclast, London Jonathan Alric, director; Guy Rolfe, exec producer; Paul Ozgur, DP. Editorial Stitch Editing, London Nicolas Larrouquere, editor. Sound 750mph, London Sam Ashwell, sound engineer. Music “Spring 1” by Max Richter. Postproduction MPC London Lora Nikolaeva, Flame; Matthieu Toullet, colorist; Louise Unwin, exec VFX producer; Amie Kingsnorth, VFX producer.
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