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2023 One Show - Pharma

Love Doesn't Take a Break

Agency VCCP Health / London + Teva Pharmaceutical / Tel Aviv-Yafo + Great Guns UK / United Kingdom

Client Teva Pharmaceuticals

Category

Film

Annual ID

OS23_PH013B

About the Work

Across the globe, one in two people are unpaid caregivers. They are a fundamental part of the care pathway and represent a huge economic value to society, saving the state £132bn in the UK alone. However, they remain dramatically under-recognised, with one in three caregivers stating they feel the health system doesn’t support them. Although the weight of responsibility hangs heavy upon their shoulders, the sacrifices caregivers make go largely unnoticed by society.

As part of its commitment to going ‘beyond the pill’ to offer support to patients and their loved ones, Teva Pharmaceuticals has identified caregivers as a group who need extra support. Teva has made it its mission to be a champion for these people, raising awareness of their critical role in society and offering services and initiatives to support them.

With this ambition in mind, we created a film to shine a light on the unfailing love it takes to be a caregiver. Our research told us that two thirds of unpaid caregivers are also responsible for children, and 60% are in full-time employment; yet they rarely complain, with utter devotion to doing their best by their loved one. To make caregivers feel seen and supported, we felt it was critical to evoke this endless juggle of responsibilities they deal with every day in the name of love.

The film - airing on Israeli TV and across Teva’s global digital channels - follows our protagonist as she navigates her day, facing an overwhelming number of tasks: taking her father to the doctors’ and supporting him throughout the day; looking after her children; and managing a busy hairdressers. We are taken on an emotional rollercoaster, from visceral exhaustion through to beautiful, light-hearted moments of joy, ending with a poignant reminder that ‘love doesn’t take a break’. The voiceover of the cared-for father - by actor John Rhys-Davies (The Lord of the Rings trilogy; Indiana Jones franchise) - strikes a raw and tender chord, drawn from the actor’s own experiences in caring for his wife until her death from Alzheimer’s disease in 2010.

2023 Awards

Total Points: 9

Credits

Agency

VCCP Health / London

Client / Brand

Teva Pharmaceutical / Tel Aviv-Yafo

Production Company

Great Guns UK / United Kingdom

Art Director

Ben Gibson

Copywriter

Joe Deeks

Chief Creative Officer

Brett O'Connor

Chief Marketing Officer

Galit Sasson

Composer

Max Kiusalaas

Director

Anders Hallberg

Sound Designer

Stefan Almqvist

Costume Designer

Michelle May

Senior Account Director

Simone Lee

Head of copy

Matt Macland

Head of Corporate Brand & internal communications

Noa Shumovitch

Planning director

Frankie Everson

Production Design

Francesca Massariol

Senior Account Manager

Emma Tuckley

Senior Manager MarCom & Global Brand

Liron Schipper

Voice Over

John Rhys-Davies

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