Cannes Lions
CHIMNEY, Sydney / PFIZER / 2017
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This film helps to visualize life with rheumatoid arthritis (RA). As most suffers look relatively healthy, friends, family and even healthcare professionals don’t fully understand what sufferers go through. With this in mind, this film was shot in POV style, putting the viewer in an RA sufferers’ shoes.
Some days the pain is manageable but most mornings a sufferer can wake up to a living nightmare. The simple act of getting out of bed let alone getting out of the house can be strenuous due to painful joints and crippling fatigue. This is an extremely isolating condition and suffers live in constant fear of their condition getting worse.
RA patients despite it all are fighters. They should never give up on treatment options that might work for them and continue the conversation with their doctor to find a treatment that is right for them.
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