The film for Cancer Research UK asks family members to decide “who will live and who will die”.
“Up to 2 out of 3 smokers will die from a smoking related disease…The good news is the NHS has a stop smoking program which is incredibly successful.”
These are the opening words of an interview that is part of an experiment to expose the effects of cuts to NHS services.
The bad news is that due to those cuts, the program is not available to everyone. In Abbott Mead Vickers BBDO’s experiment, members of families with more than one smoker were asked to decide who should receive help. They were filmed using hidden cameras and were unaware that they were subjects of an experiment, Could you decide who lives and dies?, Cancer Research UK.
The film is part of the charity’s big tobacco cough up campaign in the UK, petitioning tobacco companies to pay for smoking-related illnesses. It will be promoted on Facebook, Twitter and Instagram.
Creative credits:
Creative agency: Abbott Mead Vickers BBDO
Creative directors: Nick Hulley & Nadja Lossgot
Copywriter: Oliver Frost
Art director: Josephine Shedden
Agency planners: Craig Mawdsley & Annalisa Gentili
Agency producers: Yvonne Clayton & Charlie Thacker
Production company: Bare Films
Director: James Lawes
Production company producer: Jessica Turner
Post-production company:The Mill
Editing: Chris McKay @ Cut & Run
Audio post-production: Ed Downham & Wave
