The Lyrics to ‘I Will Survive’ Become Powerful Words of Defiance in This Cancer PSA

Kate Winslet also joins the passion project from U.K. creatives

Young girls turn the lyrics of Gloria Gaynor's hit song into an anthem of resilience against ovarian cancer.
Ovarian Cancer Action

In the U.K., a woman dies of ovarian cancer every two hours. While that frequency is decidedly alarming, aggressive research and treatment has prevented the rate from becoming much higher.

In an ideal world, something as overtly necessary as health research would the beneficiary of ceaseless funding. But in order to ensure that future generations are afforded the same—or better—chances at survival, organizations like Ovarian Cancer Action have to raise awareness and, above all else, funds to further their cause, and they’ll require heavy-duty support in order to combat such a heavy-hitting disease.

Ovarian Cancer Action is taking action in the form of a multimedia ad campaign that will run across television and online platforms. The project’s minute-long short film features the words of disco icon Gloria Gaynor and music from U.K. artist Birdy as young girls bravely recite the lyrics of “I Will Survive.”

The PSA is the brainchild of former RKCR/Y&R managing director Vicky Jacobs, who was diagnosed with ovarian cancer six years ago.

“It was in the first few weeks of my new role that I met VJ, and this campaign idea was the first thing we talked about,” said Cary Wakefield, CEO of Ovarian Cancer Action. “For many years, ovarian cancer has been overlooked and underfunded, but we really can change this.”

The short film was developed, produced and directed by a team of former RKCR/Y&R colleagues.

For an added dose of power, the spot ends with a voice-over plea from Oscar-winning actress Kate Winslet, who lost her mother to the disease in 2017.

“As a family, we have first-hand experience of the awful loss that comes with this terrible disease,” Winslet said in a statement about the campaign. “Early screening and further research is invaluable. Raising awareness as well as funds becomes immediately empowering to women and girls whilst, at the same time, giving genuine hope for a brighter future and cancer-free lives.”

CREDITS:

Client: Ovarian Cancer Action
Production Agency: Heads Up Production
Agency Producer: Jody Allison, Tim Page, Phoebe Fleming
Executive Creative Director: Pip Bishop and Chris Hodgkiss
Creatives: Pip Bishop and Chris Hodgkiss
Account handling: Vicky Jacobs (VJ), Siobhan Woodrow and Nick Fokes
Strategist: Emily James
Production Company: Snapper Films
Director: Joanna Bailey
Executive Producer: Brock van den Bogaerde
Producer: Rosie Pike
DOP: Ben Smithard
Editor: Sam Gunn of Whitehouse Post
Colorist: Seamus O’Kane of The Mill
Postproduction Company: MPC – Producer Saskia Delius
Sound Company: Parv at Wave Studios
Re-Recording: Fred and Dan @ Native Music
Music Publishing: Universal (sourced via Dan Neale, Native Music)
Vocalist: Birdy
Voice Over: Kate Winslet (secured via Catriona Blampied, Procure Worldwide)
Designer (Print): Tivy Davies
Photographer (Print/Posters): Nick Dolding
Media Planning and buying: UM UK
Beano digital asset development: Josh Cunningham, Vicky Lench, Lucy Sutton, Amy Garrett and
Louisa Sorensen
Public relations: Taylor Herring

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