Silver
Health & Wellness
Public Service/Charity/NGO
| Entrant: | Ogilvy India, Mumbai |
| Brand: | St. Jude India ChildCare Centres |
| Title: | "The Impossible Choice" |
| Corporate Name of Client: | St. Jude India ChildCare Centres |
| Client Company: | St. Jude India ChildCare Centres , Mumbai |
| Client President: | Anil Nair |
| Agency: | Ogilvy India, Mumbai |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Chief Creative Officer, Asia Pacific: | Reed Collins |
| Chief Creative Officers: | Kainaz Karmakar/Harshad Rajadhyaksha/Sukesh Nayak |
| Executive Creative Director: | Fritz Gonsalves |
| Group Creative Director: | Jayesh Raut |
| Creative Director - Art: | Vaibhav Paradkar |
| Creative Director - Copy: | Ricardos Vaz |
| Creative: | Jatin Sangwan |
| Copywriters: | Jatin Sangwan/Ricardos Vaz/Fritz Gonsalves |
| Art Directors: | Vaibhav Paradkar/Jayesh Raut |
| Agency Strategic Planner: | Vinit Jani |
| Agency Business Director: | Dushyant Kumar |
| Agency Senior Account Executive: | Saurabh Talpade |
| Production Company: | Hungry Films, Mumbai |
| Director: | Mahesh Gharat |
| Producer: | Dharam Valia |
Description:
Nearly 32,000 families from poor villages in India travel to major cities to access free cancer treatment for their children.
But living in the city is expensive and the treatment takes months. With their savings exhausted, they have no choice but to abandon their child’s treatment and return home.
St. Jude India ChildCare Centres provide these children and their families free accommodation in the city for the duration of their treatment. But they have only a few thousand beds and needed more donations to change that. Our task was to inform the public about this problem and call for donations. To add to it, the public is already wary of ads that show victims suffering from illness - it tends to overwhelm viewers, leading them to skip the content altogether. St. Jude needed to approach the issue delicately, ensuring that people empathised with the problem, without being overwhelmed by it.
The film ‘The Impossible Choice’ focuses on the dilemma faced by a Warden at St. Jude as he decides which of two children with cancer is worthy of a place to stay.