The promoting marketing campaign goals to boost consciousness of the influence of the pandemic on NHS workers
While the pandemic has affected everyone in society in a variety of ways, it is clear that some areas of the workforce have been more directly affected than others, with NHS staff topping the list.
We may have clapped the caregivers calling them superheroes, but as this ad highlights, after over a year of dealing directly with the sick and dying in the pandemic, they may be in desperate need of more support.
Founded last March by a doctor's wife, the Duty To Care charity aims to provide NHS employees suffering from high work pressure through online sessions with psychotherapists, CBT therapists, yoga, mindfulness, meditation, nutritionists, and instant and instantaneous Personal trainers provide free support.
George Hackforth-Jones (Creative Director at AMV BBDO Advertising Agency and Director) made this film to raise awareness of the charity and fundraising among those seeking help. He hopes he will highlight the NHS employees have experienced in the pandemic.
The film was made independently by a small team of volunteers, and Hackforth-Jones worked with NHS staff and a DTC therapist to create an authentic portrayal of a nurse's experience over the past year.
While the film shows actress Lucy Scott-Smith as a nurse, it's based on the experiences of real NHS staff, and the voice-over is all anonymous words taken from actual therapy sessions.
"One of the things we wanted to bring up in the film was the idea that NHS staff are superheroes," says Hackforth-Jones. "This is a language that has been around since the beginning of the pandemic that comes from a good place but can have unrealistic expectations of these people. To some extent, it can also lead the public to believe that these caregivers are against the immune to the actual emotional effects of this work. We wanted to show that while their work is superhuman, they are ultimately just ordinary people who have to deal with extraordinary circumstances. "
Credits:
Writer / Director: George Hackforth-Jones
DOP: Chris Clarke
Editor: Quin Williams
Music by Deborah Williams