Marie Curie Cancer Care in the UK is running “Symmetry”, a TV advert comparing the significant experiences of human interaction at the beginning of our lives with those experienced in our final days. First kiss, last kiss, first steps, last steps, the holding of a hand, a first shave and a last shave, these all connect us with others and remind us of our shared humanity. The advert, which features a real Marie Curie nurse and actors playing the patients, concludes by flashing up a message to the viewer that reads: ‘Your last moments should mean as much as your first.’ Viewers are encouraged to get involved in the charity’s Great Daffodil Appeal.
Marie Curie nurses provide care to people with a terminal illness and support for their loved ones, allowing families to spend their final weeks, days or hours with the people and things they love close by. The Great Daffodil Appeal encourages everyone to give a donation and wear one of the charity’s daffodil pins during March. Marie Curie is hoping to raise £7 million from the appeal this year which will help provide 350,000 hours of free nursing care.
The Symmetry campaign was developed at DLKW Lowe, London, by executive creative directors Richard Denney and Dave Henderson, creative directors Matt Lever and Helen Rhodes, creatives Ben McCarthy and Seb Housden, agency producer Gill Loftus.
Media was planned by Universal McCann.