The director was passionate about getting to know the people whose lives this issue affects and the reality of what the campaign is representing. His approach was to make it feel ‘everyday’ and not sensationalised, bringing about the feeling that their hurt was not angst-ridden or melodramatic, but more like the pain from a thousand incidental cuts that most people wouldn’t notice. They shot on 16mm to add a sense of documentary-style intimacy and unfiltered realism to the scenes.