As millions across the globe gasp for breath in today’s COVID world, a powerful new TV commercial featuring real patients and their families reminds us that lung disease can strike people from all walks of life, young and old.
The campaign was created by Queensland-based Bordertown Films and Oyo Studio for the Lung Foundation Australia and captures genuine, emotive moments with fathers, mothers, teenagers, young children and their families.
Michel Itel, who features in the television commercial with his wife and daughters, was just 42 when he was diagnosed with Stage IV lung cancer.
For weeks, Itel carried the weight of his shocking diagnosis with the support of his wife. Itel’s two beautiful daughters lost their Mum at a young age, so telling them that their Dad also had a terminal illness was heart-wrenching.
Says Itel: “Research means I’m fortunate to have access to life-changing treatment as part of a trial. This treatment is giving me more precious time with my family – more birthdays, more holidays, more moments.”
Says Dan Stevenson, director, Bordertown Film: “With such powerful stories like Michel’s, we knew we didn’t need to dramatize anything. We just tried to capture the genuine love of these families and show that lung disease affects regular people, living normal lives.”
45 Australian families lose a loved one to lung disease every day. Research into these devastating conditions is severely underfunded. The TVC launches the Hope Research Fund which will be Australia’s leading national long-term funding commitment to life-changing lung disease and lung cancer research.
With more money invested into discovering scientific breakthroughs the Lung Foundation Australia will look to bring new hope to millions of Australians impacted by lung disease and
Says Professor Christine Jenkins AM, chair, Lung Foundation Australia: “We need to build on this momentum to continue to drive real and lasting change for the millions of Australians with a lung condition. You can make a real difference to the lives of those with lung disease, and provide real hope, by donating or leaving a legacy gift, no matter how big or small.”
The national campaign is currently running online and on TV until the end of May.
For more info: lungfoundation.com.au/hope
Client: Lung Foundation Australia
Agency: Oyo Studio
Campaign Lead: Wayne Froneman
Production Company: Bordertown Films
Director: Dan Stevenson
Producer: Jacqui Lim