Great Ormond Street Hospital has launched a TV ad campaign showing the importance of normal everyday life to its young patients, and encouraging people to support the charity.
AMV BBDO created the pro bono Ordinary World campaign for GOSH, which shows everyday activities such as boarding the bus and going to the park through a child’s imagination, making the ordinary seem more exciting. It stars real GOSH patients Delano Joseph-Myers, nine from London, and Jessica Fernandes-Martins, 10 from South Wales, who have both spent significant periods of their life in hospital and ends with a young patient in bed at Great Ormond Street Hospital with narrator Olivia Colman explaining how children at GOSH would do anything to go back to normal everyday life.
The ad is airing in Pearl & Dean Cinemas, on selected Sky TV channels, the BT Sports app and on YouTube. Much of the advertising space has been negotiated for free and at reduced cost through media buying agency MediaCom.
James Drummond, board account director at AMV BBDO said:
“The work was built around the insight that you don’t appreciate the everyday until it’s taken away from you and was developed to strike a chord with the majority of parents across the UK who take going to the shops, the park or watching X-Factor on a Saturday night for granted.
“You can only make light of ordinary if you have an extraordinary response to it, and that is exactly what all the patients at Great Ormond Street Hospital receive; extraordinary levels of care and support. Great Ormond Street Hospital goes to extraordinary lengths to help very sick children get back to leading ordinary lives.”
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