Through its latest “Feel Like You Again” campaign, launched across a variety of TV channels, Boots Ireland demonstrates that while cancer can change how you feel, it can never change who you are.
This new film, the first Boots Ireland TV advertising campaign by Ogilvy Dublin, runs through a beautifully simple day of a mum, who’s getting ready to watch her child play in a sports match. Through stolen moments and subtle looks between the two, we begin to realise how important it is for her to get up and out on this day – both for herself and her son.
VSupporting the campaign is broadcaster Georgie Crawford, who was diagnosed with breast cancer last year when she was a new mother with a seven-month-old baby. She has recently finished treatment.
The film is told in reverse sequence, each scene plays forwards in time, but the order is backwards. It demonstrates how for one mum and her child, when dealing with an illness like cancer, getting through one day can be a struggle but it’s the small, daily victories that can help you begin to feel like you again.
The “Feel Like You Again” campaign aims to raise awareness of the free in-store support services that Boots Ireland offer nationwide for people living with cancer. Boots Ireland is in its sixth year of partnership with the Irish Cancer Society, with the aim of the partnership to increase awareness, promote prevention and support people living with cancer across Ireland.
Since the partnership began in 2012, Boots has trained over 100 Boots Irish Cancer Society Beauty Advisors and over 150 Boots Irish Cancer Society Information Pharmacists to offer practical tips and advice to help manage the effects of cancer
The Boots Irish Cancer Society Beauty Advisor offers make-up and skincare advice to help manage the visible side effects of treatment – helping people to feel like themselves again. In addition to the Boots Irish Cancer Society Beauty Advisor role, the Boots Irish Cancer Society Information Pharmacists are in all pharmacy stores nationwide and can help with advice on medication and side effects alongside sign posting to local support services.
Commenting on about the launch of the “Feel Like You Again” campaign, Gillian Hennessy, Head of Marketing, Boots Ireland said: “At Boots Ireland we’re extremely proud to be able to offer in-store supports to people living with cancer. Our “Feel Like You Again” film shows a beautiful insight into the life of a mum, trying to feel a bit more like her normal self for both herself and her son. Our message is simple, we’re here to support those with cancer when they need it, whether it’s advice on medicines and local services from our Information Pharmacists or beauty and skincare advice from our Cancer Beauty Advisors.”
Ogilvy Dublin is one of the largest marketing communications networks in Ireland, it’s a collective of passionate, innovative thinkers, working collaboratively within a wider group of like-minded companies, to bring to light a shared vision of making brands matter. “Feel like you again” was created by award-winning team, Emma Fielding and Marcus Hartung:
“We’re proud to work with Boots Ireland to communicate the hugely valuable services that they provide women all over the country who are fighting cancer. Our research for the campaign told us that one of the most difficult aspects of the disease was the physical impact on one’s appearance, something as tender as losing one’s eyelashes. Such a personal issue required a deeply personal response, which inspired the story in this film between the young mother and her son.”
The film is directed by Zak Emerson, who is also known for his direction on award-winning commercials.