Campaign YouTube, Thursday, 26 May 2011 12:25PM
Andy Nairn, chief strategic officer, Dare
Why I like this
This film is liable to make you think, change behaviour, share and maybe even cry a little.
The central premise is the lovely notion that you could send a message to your 16-year-old self. The idea is introduced gently, with examples of dating advice and the like, so that when the conversation turns to "malignant melanoma" (complete with graphic images), it comes as a real hammer blow. With attention now assured, the body of the film then manages to communicate a host of useful information about this deadly disease. Finally, viewers are asked to send the film on to any 16-year-old they know to help stop its spread.
Communication doesn't get much simpler than this – a great idea, expertly structured as a powerful beginning, middle and end. But what really impresses is the film's ability to shift from fun to shock, horror to hope, sadness to urgency.
Wish I'd thought of
I love the focus on 16-year-olds. It's always tempting to take targeting broader, so as not to alienate people. But by calling out a specific age group, the film somehow feels even more pointed and urgent.
This article was first published on Campaign YouTube