My YouTube ad of the week: Andy Nairn, Dare

4.5 2 Votes

Andy Nairn reviews David Cornfield Melanoma Fund

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.

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Credits

Brand

David Cornfield Melanoma Fund.

Task

Raise awareness about the dangers of melanoma. The charity wants to reduce the number of skin cancer cases via prevention and early self-detection of melanoma, as well as improve prognoses via education and research into the disease.

Execution

Interviews with Canadians and Americans whose lives have been touched by melanoma. The premise is sending a message to your 16-year-old self.

Credit

Evidently.

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