This campaign was put out to support a holistic approach to the treatment of kids living with chronic illness. Behind every child there is a family sharing the pain and we wanted to portray these collective challenges with our film.
We tell the story from the perspective of a relative – a boy whose baby brother suffers from a severe, chronic decease.
As the boy tells a story about a caring and functioning family, the images reveal an alternative reality: that of a suffering couple fighting for their marriage. The perspective provides ud with an understanding of how a lot of families hide their challenges and suffer behind closed doors without getting the proper help.
We also wanted the perspective of the boy to create a feeling of injustice within the viewer. We can’t fail these families. We need a holistic treatment of these kids. A treatment that takes the whole family into account.