Saatchi & Saatchi has created an emergency appeal campaign to support the UK’s leading terminal illness charity Marie Curie.

The campaign, which came at no financial cost to the charity, was created by the Saatchi & Saatchi team working entirely remotely in under a week, from client brief to idea and production.

The two bodies are appealing to advertisers and media owners to donate media space unused due to Coronavirus for the campaign.

On Hold Campaign

The ‘On Hold’ campaign, which will run across radio, print, social media and soon hopes to run on tv – reminds the nation that while Coronavirus has put everything on hold, from theatre and sports to holidays and weddings, end-of-life care cannot be put on hold.

The deeply poignant ad uses imagery, including an empty stadium and deserted museum, to illustrate how our way of life has changed.

These images are followed by the statement: “Not everything is on hold” and an address from Lin, a woman with terminal cancer, saying she doesn’t know how long she has left to live.

The radio ad is voiced by Marie Curie ambassador, and actor, Jim Carter of Downton Abbey fame, with soundtrack donated by Tom Odell.

Esther Jackson, Marie Curie’s Marketing & Communications Director said:

“At this time of national emergency, Marie Curie Nurses and frontline staff are needed more than ever as the NHS is put under ever greater strain.

“Sadly, some people’s lives will be shortened by Coronavirus, so the need for end of life care will be greater.
Marie Curie can meet this need, and in doing so will help free up intensive care beds needed for Coronavirus patients.

Consequently, we hope this campaign will raise further awareness of the vital role our frontline staff provide for people at the end of their life.”

The ad will run in 60, 30 and 20-second versions, and will be supported by radio ads, followed by print ads in newspapers and magazines, as well as a social media push.

Guillermo Vega, Chief Creative Officer, Saatchi & Saatchi London, added: “Thousands of people are potentially spending their last days in lockdown.

Marie Curie urgently needs funds to carry on being there to support them, and the NHS, on the frontline.

We’re proud to use our creativity for such a vital appeal, and proud of everyone working together remotely to make it happen.”