South Africa wanted to attract funding and donors for Nelson Mandela Children’s Hospital, a new hospital in Johannesburg. Looking to mirror the success of Toronto’s SickKids Hospital, NMCH opted to create a gritty and emotional television campaign that was hard to ignore.
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Our solution was to create a campaign that helped parents from across South Africa to see themselves in the shoes of those with children receiving care at NMCH. Filming with real parents and their own children, we applied a documentary film approach to capture the emotions of having a child undergoing treatment for a serious illness.