Creativity

Powerful, Docu-Style Ads From Memorial Sloan Kettering Tell the Wider Stories of Patients

Documentary Maker Nick Gelb Captures the Stories of Lives Saved

Published on Jul 01, 2015

Editor's Pick

New York cancer hospital Memorial Sloan Kettering has captured the stories of cancer patients and their care in a series of powerful documentary-style films hosted on the hospital's website.

Created by Pereria & O'Dell and directed by documentary maker David Gelb of Nonfiction Unlimited, the "Science Save Lives" themed-films dig a little deeper than usual into the stories of patients, their families and the teams that care for them. The result is a series of sensitive portraits of people that are about much more than their disease and treatment, which show how MSK makes a difference to individual people's lives.

For example, the story of Valerie, a teacher who was devastated to be told she needed a mastectomy, starts with her talking about her love of teaching, and includes interviews with her family and friends as well as the doctors at MSK before going into the details of how she was treated.

Other films tell the stories of Suzanne, who was diagnosed with cervical cancer but also wanted a baby, and Danny, a firefigther suffering from colon cancer caused by a hereditary condition.

The films follow a campaign that broke last fall that set out to address the fears around cancer. Avice Meehan, SVP and chief communications pfficer at MSK said in a statement: "Our mission for more than a century has been to treat cancer and to help our patients live the best lives they can, but just as important is giving people a new way to think and talk about cancer. We started to frame that language in the original work last fall, and now we are bringing in the human impact by celebrating the stories of the people we serve."

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About

Credits

Date
Jul 01, 2015
Agency:
Pereira & O'Dell
Client:
Memorial Sloane Kettering
Director:
David Gelb
Production Company:
Nonfiction Unlimited

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