*The response after this film was launched led to the client agreeing to remove the content from all of their digital channels in order to facilitate essential conversations with end of life care organisations. With respect for that decision, only a small clip is available above.
Role: Pitch Team // Creative Director // Film Director // Client Partner
Client: Dignity in Dying // Raw London
Year: 2019
This film tackles a sensitive and often controversial topic: legalising assisted dying in the UK. Launched alongside Dignity in Dying’s new report, the campaign caused a stir – and lead to important progress towards a change in the law.
First and foremost, the concept had to reflect people’s real-life experience. So we interviewed a group of extraordinarily brave people facing a terminal diagnosis that couldn’t be managed with available pain relief, as well as families who had lost loved ones in devastating circumstances. This insight, alongside the report, made it clear that we had to commit to being direct and not soften our approach to the subject matter.
The film received 250,000 Twitter impressions overnight and provoked a huge reaction from both sides of the debate. BBC News reported disapproval from many healthcare professionals, while members of the public flocked to support it.
Most importantly, we achieved our ultimate goal. For the first time, opposing organisations were working together to change the law – a hugely significant and important step forward for the end-of-life sector.
You can explore two case study films from the series, Marianne & Lilly and Christie’s Story.