This is the first ad campaign for the charity since it announced its new strategic focus of providing care and support through all terminal illness including terminal cancer, earlier this year.
The TV ad ‘Light in the darkest hours’, which airs this week, highlights the support and care Marie Curie Nurses provide to people and their loved ones through the night. The ad features a real Marie Curie Nurse, Elizabeth Woolley, who has worked for the charity for seven years and also cared for her own father and mother at the end of their lives.
Directed by Tom Tagholm (‘Meet The Superhumans’), the ad shows the sun setting on a city scene and a Marie Curie Nurse, represented by a ball of glowing light, arriving at a home to start her shift at 10pm. During the night the light moves around the home, representing the light that nurses bring to people in their darkest hours. As morning comes, we discover that the light was in fact a Marie Curie Nurse, revealed as she leaves the house at the end of her shift.
Jude Bridge, Executive Director Marketing, Fundraising & Public Affairs for Marie Curie, said: “This ad is rooted in the real life experiences of people who have been cared for by our Marie Curie Nurses. We wanted the advertising campaign to focus on the nursing care we provide to people through the night at home and the impact this has on loved ones. Families often talk about our nurses as being a light in the darkest hours and we hope the ad will help us reach more people at a time when they need it most.”
The advert was produced by Saatchi and Saatchi and will run throughout October. Radio advertising, featuring real stories from carers, will run alongside the TV ad campaign on radio stations across the UK during October.