Cannes Lions

Help Us Remain

OPC PRODUCTION, Toronto / EGALE / 2024

Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

Egale's original script centered around a cisgender gay man navigating the complexities of dementia amidst an inclusive-lacking geriatric healthcare setting. While recognized as valuable, the director discerned an opportunity to illuminate an even further marginalized group within the dementia discourse: the transgender community. Highlighting the director's commitment to inclusivity, the decision was made to pivot the narrative focus towards this underrepresented group, underscoring the significance of amplifying their narratives within the broader conversation on dementia and healthcare disparities.

Execution

The objective of the project is to humanize queer individuals struggling to access adequate healthcare in Canada. Despite the challenges of conveying this message with limited resources, they committed to ensuring that this PSA project would meet the highest standards. This endeavor required incredible collaborators who generously donated their time. Initially, it featured a cisgender gay man grappling with dementia within a disrespectful healthcare system. While this narrative was deemed worthy, the director believed it was crucial to shed light on an even more marginalized group within the realm of dementia: the transgender community. They emphasized the importance of sharing stories from this often-overlooked community. They also switched it so they could more clearly tell a non-linear story of Ann's life, as the changes of her physical appearance are more visually prominent throughout her different phases of time. As a result, this depicts a more accurate visual representation of dementia.

Similar Campaigns

1 items

1 Cannes Lions Award
Help Us Remain

COSSETTE, Toronto

Help Us Remain

2024, EGALE

(opens in a new tab)