Cannes Lions

Help Us Remain

COSSETTE, Toronto / EGALE / 2024

Awards:

1 Bronze Cannes Lions
Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Background

The aging 2SLGBTQIA community is at risk of developing dementia and entering long term care homes ill equipped to care for their unique needs.

We had to get the wider (35-65) 2SLGBTQIA community empathetically aware of and indignantly talking about the plight of 2SLGBTQIA people living with dementia.

We had to bring awareness to this issue among younger members of the community to help advocate for their elders, and call for a revamped healthcare system designed with all of Canada’s elders in mind.

Execution

Members of the 2SLGBTQI community with dementia face a unique challenge when dealing with the disease. Being queer within the cis-hetero healthcare system can be difficult, but in the case of dementia and its effect on identity, it can mean a tragic loss of self. This is the sentiment that became the heart of our film.

Egale Canada wanted to raise awareness of this growing problem and focus on the compassionate and representative care required to navigate change. We needed to show just how much more there is to lose than memories.

We had an ambitious story to tell—a journey of one person’s transition throughout 70 years of life. To authentically tell this story we ensured each trans or queer character was accurately and comfortably portrayed by a trans or queer individual.Almost all of our principal talent were first-time actors who felt passionate about the project, and their real life

Outcome

We chose to premiere the film at a queer community space, shown for the first time to influential changemakers in the community. This in turn set off a string of webinars and conversations with dementia healthcare professionals, examining the real issues the community faces when up against a cishetero healthcare system.

Egale was established as a nonprofit that campaigned for marriage equality for the 2SLGBTQIA community. With this film, their work has evolved and broadened to address a range of issues that affect the queer community. This is a niche subject matter, so by explaining the issues at hand as a nuanced story, we were able to get an emotional response from viewers to inspire a sense of indignance.

The goal of this work in 2024 was focused on awareness. With the reach and response to the video, Egale is already seeing increased conversation in the community at large.

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