Inspire cancer patients to express their pain to their doctors and loved ones and receive better treatment.
Be it a dull, nagging pain that constantly reminds you of its existence, or sharp acute pain that comes in waves when you least expect it… People with cancer experience different types of pain, from the disease, or from the treatments. This pain is physical as well as emotional, as the patients encounter distress and worry. While in the Western world it is common for the patients to communicate their suffering, in Japan it’s not the norm to talk about experiencing pain. Patients suffer in silence, as they’re afraid to tell their doctors, thinking there’s something wrong with them and their cancer treatments will be terminated. They also want to avoid upsetting their family, and feel like they need to “look strong” and not complain too much.
Unfortunately, these patients will not receive the right treatment for the pain if their doctors do not know what is ailing them. They must understand that pain is a normal side effect of the treatment and of cancer itself and speaking up would make it easier for their doctors to better understand what they’re going through and react appropriately.
Shionogi, a leading healthcare company, wants to change this mindset and ease Japanese cancer patients’ discomfort, with your help. You are asked to create inspirational videos that would change the belief of those with cancer and get them to be truthful with their doctors about their condition and the pain they experience.
Create an inspirational story that will convince cancer patients to voice out their pain to their doctors and loved ones, so that they can get better treatment and be released of their symptoms
We’re not looking for depressing entries. Keep a positive tone throughout – show how much better their situation can be as opposed to the painful, difficult part. Understand that there is a cultural barrier that forces Japanese cancer patients to keep their pain private, even when there’s a treatment that could ease their condition. They think that they need to toughen-up and that their doctors and families prefer them to be strong and silent, when in reality they should voice what they’re experiencing. This is important for their treatment as well as their overall feeling. We want you to inspire them and change their beliefs. Show them how much better their physicians would treat their condition, if only they spoke the truth. Influencing patients to open up to their families can also help, as often the family members will approach the doctor and describe their loved one’s discomfort, giving them pain relief.
Create a story that both cancer patients and their families can connect with and be influenced by. Show them how living with cancer doesn’t mean they have to be tough and alone with their experience and that there are people who want to listen and help
An Example – A cancer patient is in the hospital. He is suffering, but is biting his tongue to prevent himself from making a sound. He thinks that if he speaks out about his negative thoughts and pain, that his doctor would think that he can’t handle the pain of the cancer treatment and will stop it.
His family comes to visit him. They are all worried about him but he says he’s feeling great (although he is actually feeling just the opposite). His little boy comes close to him and says “dad, today, I got an injection. To be honest, I was really scared and told it to the doctor. He was great and ensured me that it's natural to be afraid. He sure did help and I didn't feel any pain at all".
The dad looks at him, smiles and says, “you encouraged me to be brave too. I’m feeling pain and I want the doctor to help me”. The son grabs his hand and says, “I look up to you, father, because you show me how to face up to my fears”.
The doctor comes in and smiles at the man for expressing his pain. He treats him and eases the pain. The man feels much better. He sits up in his bed and plays chess with his son.
- #1 獎金 € 7,000
- #2 獎金 € 5,000
- #3 獎金 € 3,000
Video or Animation – 60 seconds max.
We are looking for you to create an inspiring entry that will get patients to confide with their doctors and be completely truthful about their symptoms. Show how speaking up doesn’t make you weak or a burden but rather brave, you could inspire those with cancer to get help and feel much better.
Even though this is a very sensitive topic, opt for a positive entry, one that shows the benefits rather than the negative aspects of managing their disease.
Inspire them to hope for a relief in their pain and inform them about the possibilities and motivate them to speak candidly about what they’re going through. They don’t have to be alone, they must trust their doctor, make sure that comes across in your video.
- Please submit entries in English or with English subtitles.
- You don’t need to include the Shionogi brand in your story, but please include an end-frame with their logo.
- Don't make people feel bad if they don’t express their pain – be it physical or emotional, instead show them the positive aspect of doing it.
- 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容)，請在你的媒體描述說明中註明，不管你所使用到的音樂和/或圖片是否為自己創作，請提供授權連結證明你有這些內容的使用權利。