The One Show
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Category
Craft / Writing
Annual ID
OS23_PH016B
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.
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
Bronze Pencil
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
Editor
Davide Quatela
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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