Michael Clowater of Radke Films directed this online film entitled Sacrifice for War Child out of Toronto agency john st. War Child is an international charity working with mothers and children all over the world to reduce the effects of poverty, provide an education and to defend and promote child rights.
The short is part of a campaign based on the premise that moms will sacrifice anything for their kids. In war-torn areas of the world, they sacrifice everything: forced by war to give up their homes, their basic rights, and their ability to protect their children. Launching just in time for Mother’s Day, the campaign conceived by john st. aims to raise funds to support these mothers living in conflict. The work asks mothers to make a “Mother’s Day Sacrifice”—giving up their usual gift in exchange for a donation to War Child.
“The idea is based on the insight that moms already make tons of sacrifices every day,” said Melissa Tobenstein, account team leader at john st. “They sacrifice their time, their homes, their sex lives – so what’s one more sacrifice, especially for such a good cause?”
“It’s all about moms helping moms. And moms around the world, regardless of their personal circumstances, understand sacrifice,” added James Topham, War Child’s director of communications of War Child. “I think most moms would gladly give up a physical gift, especially if it’s something like a dustbuster, for a donation that helps another mother caught up in war.”
Supporting mothers is vital to War Child’s mission to protect childhood in war-afflicted communities. In these communities, a child born to a mother who can read is 50% more likely to survive past age five. And in sub‐Saharan Africa, an estimated 1.8 million children’s lives could have been saved in 2008 if their mothers had at least secondary education–a 41% reduction in the death rate.
Client War Child Agency john st. Angus Tucker, Stephen Jurisic, executive creative directors; Niall Kelly, creative director; Hannah Smit, Amy Neill, art directors; Jessica Schnurr, Tracey Wan, copywriters; Neal Owusu, producer; Sasha Abrams, Joshua Richards, Alex Theroux, web team. Production Radke Films Michael Clowater, director. Postproduction Saints Audio Grayson Matthews
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