The Charity Film Awards (en)
  • Smiles

Help us find a cure

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In 2019 the National Osteoporosis Society became the Royal Osteoporosis Society. As part of our rebrand, we wanted to demonstrate our bold new direction by creating an emotive film that pulled no punches about the severity of the condition.

We told a story through three generations of the Knight family: Sheila, the grandmother, whose spine is crumbling; her daughter Judith, and granddaughters Abbie and Ellie.

Crucial to the success of the film were initial phone conversations, leading to meeting with the family in advance of filming (a “recce”). This was crucial for two broad reasons:

1. We were able to get to know the family and build up a rapport, which meant they were comfortable enough to help us get great and poignant material on the shoot day;

2. Through extensive pre-interviews, we were able to find and establish a story – vital to grabbing audience interest. Primarily we were able to pre-structure the film around the hook of the granddaughters being competition-level cheerleaders – a poignant juxtaposition to the condition of their grandmother Sheila.

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