The TV airtime has been donated by e.tv and the ad will flight early in the new year. The Saatchi & Saatchi agency has created a 8-minute documentary for Operation Smile, which tells the story of four-year old Brandan Aries, who was born in 2005 with a cleft lip. The documentary chronicles his experience living with the facial deformity in the small town of Graaff Reinet in the Eastern Cape and follows his journey to Cape Town for his operation and the following months after his recovery.
200 000 children worldwide are born annually with facial deformities such as cleft palates and lips or 1 in 700. With this film, the agency has documented how 90 minutes can change their lives forever. Brandan was chosen as a patient as part of the Operation Smile South Africa's Referral System, which allowed him to travel to Cape Town on 19 December 2009 for his life-changing operation. The agency has been involved with Operation Smile South Africa for the last four years, handling all marketing and communication collateral.
Sammy-Jane Thom, creative group head at the agency says, "The documentary filming began early December in 2009 with a trip to his home before his surgery, we then followed his journey to Cape Town where his surgery took place, returning in March this year to document the change in his life.
"The documentary is a true, simple story told with integrity and has in no way been manipulated. We hope that this honesty will inspire those who see it and hopefully will give children suffering from these facial abnormalities a chance at a new life."
Director: Bauke Brouwer
Producer: Candice Brouwer
Creative Head: Sammy-Jane Thom
Camera Gear: Tiger Media
Music & Sound Composition: Big Leap Studio Post Production: Waterfront Studios / Condor Published / Released / Aired: 3rd December 2010
Chillibush has produced an ad to assist the NCVT in elevating awareness of the high rate of child abuse in South Africa to mobilise the public to donate and raise funds for those children who find themselves in such vulnerable positions. The trust is a Johannesburg based non-profit organisation, formed in 2000 to support victims of abuse, to address the effects of trauma induced by violence. The ad is in support of the 16 Days of Activism for No Violence Against Women and Children campaign.
"By supporting this campaign, the group is able to help increase awareness of child abuse and build support for victims and survivors. It's our way of utilising the skills in our agency to do what we do best, but at the same time giving back to those who need it most," says Dale Hefer, founder of Chillibush group of companies.
