The Best Work You May Never See: Saatchi London Creates Emergency Appeal Campaign For Marie Curie Charity Caring For The Terminally Ill

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Robert Goldrich
Wednesday, Apr. 8, 2020

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The charity Marie Curie has launched an emergency appeal campaign with work created pro bono by Saatchi & Saatchi London to raise the donations it needs to fund its vital work caring for terminally ill people during the current coronavirus crisis.

This TV PSA, a key component of the “On Hold” campaign, uses imagery, including an empty stadium and deserted museum, to illustrate how our way of life has changed during the coronavirus pandemic. After seeing example after example of how so much has been put “on hold,” a statement appears on screen, pointing out that “Not everything is on hold.” Then we are introduced to Lin, a woman with terminal cancer, who tells us she doesn’t know how long she has left to live.

The “On Hold” campaign reminds the nation that while coronavirus has put seemingly everything on hold, end-of-life care cannot be put on hold.

The deeply poignant campaign uses imagery, including an empty stadium and deserted museum, to illustrate how our way of life has changed. These images are followed by the statement: “Not everything is on hold” as we are introduced to Lin, a woman with terminal cancer, saying she doesn’t know how long she has left to live.

The charity is geared up to care for hundreds of additional dying patients requiring end of life care, in order to relieve the unprecedented pressure on the U.K.’s National Health Service (NHS) during the current COVID-19 crisis. 
 
Marie Curie provides vital support to dying people and their families in homes and hospices across the country. The charity is largely reliant on donations from the public and the Coronavirus outbreak has disrupted many of its fundraising methods.

Esther Jackson, Marie Curie’s marketing & communications director, said: “At this time of national emergency, Marie Curie nurses and frontline staff are needed more than ever as the NHS is put under ever greater strain.

Sadly, some people’s lives will be shortened by coronavirus, so the need for end of life care will be greater. Marie Curie can meet this need, and in doing so will help free up intensive care beds needed for virus patients. 

Saatchi London is seeking donated time from broadcasters to air the “On Hold” PSA. The campaign also will run across radio, print and social media.

The campaign was created by the Saatchi & Saatchi team working entirely remotely in under a week, from client brief to idea and production.

Guillermo Vega, chief creative officer, Saatchi & Saatchi London, said: “Thousands of people are potentially spending their last days in lockdown. Marie Curie urgently needs funds to carry on being there to support them, and the NHS, on the frontline. We’re proud to use our creativity for such a vital appeal, and proud of everyone working together remotely to make it happen.”

Credits

Client Marie Curie Agency Saatchi & Saatchi London Guillermo Vega, chief creative officer; Dan Treichel, executive creative director; Ryan Price, Sarah Heavens, copywriters; Maria suarez-Inclan, art director/designer; Rebecca Williams, producer; Richard Huntington, chairman & chief strategy officer; Henrik Sikstrom, offline editor. Audio Post Prodigious Michael Powell Postproduction Prodigious Matty Lee-Redman, colorist; Cameron Place, online. Music Tom Odell, with thanks to Sony Music/Warner Chappell Stock Footage Getty and Shutterstock

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