Who Lives? Who Dies?

James Lawes for Cancer Research

Desperate times call for desperate measures as Cancer Research UK shows family members deciding who should receive help to stop smoking for a film highlighting the effect of cuts on NHS services.

The film, which was created by Abbott Mead Vickers BBDO and directed by James Lawes is part of the charity’s "big tobacco cough up" campaign, petitioning tobacco companies to pay for smoking-related illnesses. In the film, families (not actors) with multiple smokers visit a doctor and are asked to decide which one of them should have access to quitting services. The film will be promoted on Facebook, Twitter and Instagram.

Read more at http://www.campaignlive.co.uk/article/cancer-research-uk-could-decide-lives-dies-abbott-mead-vickers-bbdo/1383456#R4OYGWEZEz9VZ0Ly.99AMV BBDO, Cancer Research UK and Bare Films,

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