Dignity In Dying | THE INESCAPABLE TRUTH

Heart-wrenching hero film campaigns for a change in the law

The Brief.

To create a film that tackled, head-on, one of the most sensitive, often controversial topics there is: assisted dying. It was to launch alongside Dignity in Dying’s new report on the issue. DiD were having trouble bringing the government and the bodies that represent medical professionals to the table. So the campaign had to cause a stir that would mean the issue could no longer be ignored and lead to important progress toward a change in the law.

The Insight.

The concept had to accurately reflect real-life experiences. So, we interviewed first-hand brave, incredible people facing a bad death, as well as families who have lost loved ones in devastating circumstances.

These conversations showed that, even with the best possible care and intentions, bad deaths that involve terrible suffering happen. Often unnecessarily.

These first-hand accounts and the accompanying report proved that the film needed to commit to being direct, honest and hardhitting. Skirting around the issue would result in failure.

The Work.

Campaign Proposition and Messaging
Creative Approach, Concepting & Scripting
Film Production, Creative Direction, Social Content

The film shows first-hand how the issue affects everyone across generations. As a mum explains to her child that his grandfather had died peacefully – we cut to the heartbreaking reality.

As a result, the film received 250,000 Twitter impressions overnight and provoked a huge reaction from both sides of the debate. In fact, BBC News reported disapproval from many healthcare professionals, while members of the public flocked to support it.

Most importantly, we achieved our ultimate goal. For the first time, opposing organisations were working together to change the law – a hugely significant and important step forward for the end-of-life sector.