The One Show
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Category
Film & Video
Annual ID
OS25_HW048M
Background
According to the CDC, cancer is the number 3 killer of children in America, while gun violence is the number one. Change the Ref, an organization founded by the father of Joaquin Oliver, tragically killed in the Parkland school shooting, wanted to use their platform to bring these two causes together to combat the most significant dangers to children in America, transcending political boundaries to focus on the shared goal of safeguarding the younger generation.
Our objective is to make a tangible difference in the lives of children in America by driving donations to fund pediatric cancer research and to inspire people to use their voice to drive change and action in the fight against gun violence.
Our objective is to make a tangible difference in the lives of children in America by driving donations to fund pediatric cancer research and to inspire people to use their voice to drive change and action in the fight against gun violence.
Creative Idea
This film uniquely addresses pressing social issues with a powerful narrative. By weaving together the themes of pediatric cancer and gun violence, it raises awareness about the significant dangers facing children in America. The collaboration between Change the Ref and the focus on pediatric cancer research amplifies the urgency of protecting the younger generation. Its ability to tackle complex issues with empathy and urgency makes it a compelling example of impactful creative strategy. We made a conscious effort to ensure that cancer was not trivialized in any way, a consideration that guided us throughout the entire process. Every aspect of the film was meticulously crafted to respectfully address the gravity of the subject matter. Our goal was to handle the topic with sensitivity, honoring the experiences of those affected by cancer.
Insights & Strategy
‘American Cancer Story’ is built on the data that, according to the CDC, cancer is the number 3 killer of children in America, while gun violence is the number one. After uncovering the alarming impact on American children, we brought together experts from the medical, advocacy, and filmmaking fields to craft the most authentic story that brings humanity to this statistic.
Internal challenges included balancing the delicate narrative to honor both causes while maintaining audience engagement. Externally, navigating sensitive subject matter and potential backlash required careful messaging and consultation. We made a conscious effort to ensure that cancer was not trivialized, a consideration that guided us throughout the entire process.
The breakthrough moment came when we realized the powerful juxtaposition between the girl's cancer journey and the sudden threat of gun violence. This insight crystallized the urgency for societal change, culminating in a thought-provoking narrative that resonates deeply with audiences.
Internal challenges included balancing the delicate narrative to honor both causes while maintaining audience engagement. Externally, navigating sensitive subject matter and potential backlash required careful messaging and consultation. We made a conscious effort to ensure that cancer was not trivialized, a consideration that guided us throughout the entire process.
The breakthrough moment came when we realized the powerful juxtaposition between the girl's cancer journey and the sudden threat of gun violence. This insight crystallized the urgency for societal change, culminating in a thought-provoking narrative that resonates deeply with audiences.
Execution
The art direction of "American Cancer Story" serves to deepen its emotional impact and amplify its call to action. The film employs a nuanced design and art direction to enhance its emotive narrative. The scenes depicting the young girl's cancer journey are characterized by subdued colors and intimate settings, emphasizing the personal nature of her struggle. Hospitals and medical equipment evoke the clinical atmosphere of illness, while tender moments between the protagonist and her mom provide warmth and humanity.
In contrast, the portrayal of the school shooting is marked by stark contrasts and heightened tension. Utilizing dynamic camera angles and jarring sound design, the film creates a sense of urgency and chaos, immersing the audience in the harrowing experience.
The production of "American Cancer Story" faced unique challenges due to its sensitive themes and young main talent. Federal law prohibits minors on set with guns, necessitating a different shooting location at a university. Managing the emotional toll on the cast and crew, particularly the 10-year-old lead, was paramount. The director devoted considerable time to ensuring her comfort throughout the process. Additionally, measuring the film's impact effectively remains crucial, given its emotional depth and advocacy goals. Despite these hurdles, the film's ambition to unite against cancer and gun violence underscores its importance in advocating for children's safety.
In contrast, the portrayal of the school shooting is marked by stark contrasts and heightened tension. Utilizing dynamic camera angles and jarring sound design, the film creates a sense of urgency and chaos, immersing the audience in the harrowing experience.
The production of "American Cancer Story" faced unique challenges due to its sensitive themes and young main talent. Federal law prohibits minors on set with guns, necessitating a different shooting location at a university. Managing the emotional toll on the cast and crew, particularly the 10-year-old lead, was paramount. The director devoted considerable time to ensuring her comfort throughout the process. Additionally, measuring the film's impact effectively remains crucial, given its emotional depth and advocacy goals. Despite these hurdles, the film's ambition to unite against cancer and gun violence underscores its importance in advocating for children's safety.
Results
Directed by José Padilha of Narcos, RoboCop, and Elite Squad, scored by James Valentine of Maroon 5, and shared by dozens of A-list celebrities and influencers, ‘American Cancer Story’ had broad reach and immediate impact within the first week of launch, and was covered by CNN as "Game changer....Everyone needs to see this important film".
The film directs viewers to a website to take action to support both causes. First, they can donate to fund pediatric cancer research by choosing from a list of top-rated NPCF-certified childhood cancer-related institutions already raising funds for research, including the, New York Cancer Foundation, Prevent Cancer Foundation Leukemia & Lymphoma Society, Ronald McDonald House, Camp Sunshine, CureSearch for Children's Cancer, Pediatric Brain Tumor Foundation, Children's Cancer Research Fund, and Johns Hopkins All Children's Hospital. Second, because the fight against gun violence needs action, viewers can raise their voices by sharing the campaign to start a conversation about how we can do better to fight this threat, and demand urgent change from politicians and lawmakers.
The film directs viewers to a website to take action to support both causes. First, they can donate to fund pediatric cancer research by choosing from a list of top-rated NPCF-certified childhood cancer-related institutions already raising funds for research, including the, New York Cancer Foundation, Prevent Cancer Foundation Leukemia & Lymphoma Society, Ronald McDonald House, Camp Sunshine, CureSearch for Children's Cancer, Pediatric Brain Tumor Foundation, Children's Cancer Research Fund, and Johns Hopkins All Children's Hospital. Second, because the fight against gun violence needs action, viewers can raise their voices by sharing the campaign to start a conversation about how we can do better to fight this threat, and demand urgent change from politicians and lawmakers.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Klick Health / Toronto
Client
Manuel Oliver
Patricia Oliver
Production Company
Taking Over Films
Music / Sound Production Company
Audioink
Post Production Company
BUF Company
Chief Creative Officer
Rich Levy
Composer
James Valentine
Creative Director
Brian Umali
Travis Borgess
Director
José Padilha
Editor
Marcio Hashimoto
Executive Creative Director
Bernardo Romero
Tim Jones
Group Creative Director
Amy Fortunato
Andrea Bistany
Producer
Douglas Costa
Jen Martin
Associate Producer
Alexandre Ferraz
Cinematographer
Adolpho Veloso
Executive Producer
Laura Denham
Actor
Kate Duffy
Logan Britt-Bimle
Associate Director, Creative Video Production
Spencer Brown
Associate Manager, Communications
Erin O'Sullivan
Director, Communications
Marisa McWilliams
PR
J.p. Hervis
SVP, Communications
Sheryl Steinberg
Visual Effects
Pierre Buffin
VP, Business Affairs
Tamika Knight
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