2019 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

In the region communication about cancer has always been on the importance of spotting the symptoms the early. There has been no initiative to address the human behaviour of procrastination. We wanted to take on this challenge head and address the danger of procrastination.

Describe the target audience

Our target audience was squarely the everyday individual. By comparing the symptoms of cancer to situations straight out of life, we were able to demonstrate how procrastination can make something so small and treatable into something that can cost you your life.

Write a short summary of what happens in the radio advert

In this radio advert, a lady realises that the car she's driving has a loose wheel nut. Instead, the pulling the car over to the side of the road and having the wheel nut tightened, she just casually brushes it off. Things get progressively worse from there on and she ultimately loses control of the car and meets with what appears to be a fatal accident.

Cultural/Context information for the jury

This spot hinges on a universal insight of how as humans tend to procrastinate on things that need our immediate attention. And by doing so we let something small and treatable become something big and fatal. The symptoms of cancer is that perfect example. Sometimes procrastination is the real killer.

Script: Provide the full radio advert script in English.

SFX: The sound of a car’s wheel that’s a little lose as it wobbles along causing the car to shake and rattle which ultimately leads to an accident. FVO: Delivered very casually without a care in the world until the last couple of words. It’s just a nut. It’s just a little loose nut. It’s just little loose nut that’s making the rear wheel wobble. It’s just a little loose nut that’s making the rear wheel wobble and the back of the car shake. It’s just a little loose nut that’s making the rear wheel wobble, the back of the car shake and the boot to spring open. It’s just a little loose nut that’s making the rear wheel wobble, the back of the car shake, the boot to spring open and the steering wheel to shudder uncontrollably. It’s just a little loose nut that’s making the rear wheel wobble, the back of the car shake, the boot to spring open, the steering wheel to shudder uncontrollably and the car to… SFX: We hear the car swirl back and forth before crashing into another car. Announcer: When you ignore the signs, you put yourself in grave danger. Treating the symptoms of cancer early can save your life. To know more visit Friends of Cancer Patients at focp.ae