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18 May 2021

Enduring care.

by Syd Briscoe

Alzheimer's Society: “Cure the Care System” - 2 mins

This sensitive film from the Alzheimer's Society examines how dementia claims more than one life when caregivers are left unsupported. The two-minute commercial focuses on a woman caring for her husband, her phone calls providing a profoundly melancholy soundtrack as she tries to reach out and receives no help in response.

Directors Novemba handle the subject matter with appropriate delicacy, offering unflinching insight into the couple's collapsing world yet ensuring their love shines through the darkness. The wife's Sisyphean struggle is disquieting to watch - as it should be - and a final denial of funding hammers home the campaign's urgent message of reform.

Creative Agency: Engine Ⓟ Ⓦ
Creative: Chris da Roza / Hugo Isaacs
Account Manager: Will Lever / James Bailey
Project Manager: Dee Antoniou
Strategy: Simon Butcher
Agency Exec Producer: Bradley Woodus
Agency Producer: Laura Melville
Film Production: Academy Films Ⓟ Ⓦ
Director: Novemba Ⓟ Ⓦ
Producer: Steve Overs
Cinematographer: David Foulkes
Editor: Stephen Dunne Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: Polly Durrance
Music Licensing: Adelphoi Ⓟ Ⓦ

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