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SUB CATEGORY :
ONLINE FILM: PUBLIC SERVICES & CAUSE APPEALS
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ENTRANT COMPANY :
OGILVY, MUMBAI
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TITLE :
THE IMPOSSIBLE CHOICE
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BRAND :
ST. JUDE INDIA CHILDCARE CENTRES
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ADVERTISER :
ST JUDE INDIA CHILDCARE CENTRES
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AGENCY :
OGILVY, MUMBAI
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CHAIRMAN :
HEPHZIBAH PATHAK
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CHIEF EXECUTIVE OFFICER :
VR RAJESH
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GLOBAL CHIEF CREATIVE OFFICER :
LIZ TAYLOR
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CHIEF CREATIVE OFFICER APAC :
REED COLLINS
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CHIEF CREATIVE OFFICER :
KAINAZ KARMAKAR (OGILVY INDIA)/
HARSHAD RAJADHYAKSHA (OGILVY INDIA)/
SUKESH NAYAK (OGILVY INDIA)
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EXECUTIVE CREATIVE DIRECTOR :
FRITZ GONSALVES/JAYESH RAUT
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CREATIVE DIRECTOR :
RICARDO VAZ/VAIBHAV PARADKAR
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COPYWRITER :
JATIN SANGWAN
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CLIENT SERVICE DIRECTOR :
DUSHYANT KUMAR
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ACCOUNT MANAGER :
SAURABH TALPADE
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STRATEGIC PLANNING DIRECTOR :
ABIGAIL DIAS/VINIT JANI
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FILM PRODUCTION COMPANY :
HUNGRY FILMS, MUMBAI
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DIRECTOR :
MAHESH GHARAT
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FILM PRODUCER :
DHARAM VALIA
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ENGLISH SYNOPSIS :
The film 'The Impossible Choice' portrays the heart-wrenching dilemma of Warden Pillai at St. Jude's, who must choose between two children with cancer, Sunil and Deepa, as he can only accommodate one. It delves into the inner turmoil he experiences while weighing the circumstances of both children. The narration sheds light on their likes, their odds of survival, and the economic condition of their families, all seen through the heavy heart of Warden Pillai, who is faced with making the impossible decision.
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ENGLISH CONTEXT EXPLANATION :
Realizing that your child has cancer is heartbreaking. But having to abandon their cancer treatment is soul-crushing.
Nearly 32,000 families from poor villages in India travel to major cities to access free cancer treatment for their children. But living in the city is expensive and the treatment takes months. With their savings exhausted, they have no choice but to abandon their child’s free treatment and return home.
St. Jude India ChildCare Centres provide these children and their families free accommodation in the city for the duration of their treatment. But they have only a few thousand beds and needed more donations to change that.
Our task was to inform the public about this problem and call for donations. To add to it, the public is already wary of ads that show victims suffering from illness - it tends to overwhelm viewers, leading them to skip the content altogether. St. Jude needed to approach the issue delicately, ensuring that people empathised with the problem, without being overwhelmed by it.
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