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Life Stripped Away
Life Stripped Away is Pablo London's first brand campaign for the MND Association, built entirely around people living with Motor Neurone Disease. The 95-second launch film, directed by Ben Liam Jones, tells the story of Jaki, a performer and singer from Brighton, who first notices worrying symptoms on her wedding day before a diagnosis changes her life and that of her husband and carer, Steve. Shot from a first-person perspective, the film uses an original recording of one of Jaki's performances alongside her voice-banked speech. With a third of people diagnosed with MND dying within a year, the campaign brings the Association's brand essence, Every day matters, to life by showing how the disease can trap an active mind inside an increasingly inactive body. Photographer Emma Hardy shot the out-of-home and digital work with three more contributors, Tahira, Lorraine and Steve, each at a different stage of the disease and each pictured with the passion they can no longer pursue. The campaign runs across film, radio, national press, OOH, influencers and podcasts.
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