The brief
RUHX wanted to raise funds for a new PET-CT scanner that would have a transformative impact on healthcare across the local community.
The audience was broad and community-focused. While larger donations were always welcome, the campaign needed to resonate with everyday supporters and encourage widespread public backing.
The film had to do more than explain the technical value of the scanner. It needed to place people in an emotional headspace where they were thinking about their own health, their families, and the moments in life that matter most. If the audience could connect the idea of “more time” to their own lives, the fundraising ask would feel far more powerful. The challenge was doing all of this in a 60 to 90 second film.
There were many factual reasons to support the scanner, but a purely technical message would have felt cold and forgettable. A bad version of the project would have been an infomercial, full of information but lacking emotional pull. Instead, we developed a concept-led campaign film designed to create feeling first, then action.
What we did
We built the campaign around a simple but powerful idea: The Gift of Time.
Rather than focusing on machinery or statistics, we centred the film on what extra time can mean to real people. We featured five contributors, four patients and one clinician, each representing different perspectives on care and recovery.
The film unfolds through a series of short vignettes, showing contributors in authentic day-to-day moments across real locations. These scenes were designed to feel warm, cinematic, and recognisable, helping audiences imagine their own loved ones in similar moments.
Each vignette was paired with a single scripted voiceover line, reflecting what that person had used their gift of time for. By keeping the dialogue minimal, the film allowed space for the visuals and emotion to do the work.
We approached the production with a commercial mindset while working within a modest budget, focusing spend on the moments that would create the biggest emotional impact on screen. Because contributors were sharing health-related experiences, sensitivity was essential. We prioritised clear communication, careful expectation setting, and a level of anonymity where appropriate, including avoiding unnecessary detail around diagnoses.
The fundraising ask came at the end of the film, inviting audiences to help give others the gift of time by donating. Because the concept had already carried the emotional message, the call to action felt natural rather than forced.
The technical
Concept development
Campaign messaging
Live action filming
Voiceover direction
Editing
Sound design
Social cutdowns
The result
The final film reframed a medical fundraising ask into something personal, relatable, and emotionally resonant. By focusing on what time means rather than what the scanner does, the campaign created a stronger bridge between audience empathy and action.
The concept proved effective beyond the original film itself, going on to inform wider campaign language and broader rollout activity. RUHX responded strongly to the work and has continued to expand where the film is used, helping it reach more people and generate greater long-term impact.
