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 woman ignores a crack on the wall that keeps snaking its way with each passing second. She keeps dismissing the crack as something small and insignificant until the roof comes crashing down on her.

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: We hear the small crack tearing its way forward and upward across a wall while someone talks. FVO: Delivered very casually without a care in the world until the last couple of words. It’s just a crack. It’s just a teeny-weeny crack. It’s just a teeny-weeny crack snaking its way up across the wall. It’s just a teeny-weeny crack snaking its way up across the wall toward the beams above. It’s just a teeny-weeny crack snaking its way up across the wall towards the beams above making the crystal chandelier to rock back and forth. It’s just a teeny-weeny crack snaking its way up across the wall towards the beams above causing making the crystal chandelier to rock back and forth and the ceiling to… SFX: A loud sound of the entire ceiling including the chandelier crashing to the floor. 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