Creative agency Don’t Panic has helped Health Equals launch a powerful new campaign #LivesCutShort that looks to address the inequalities in life expectancy across the UK.
Health Equals, a new coalition of the UK’s leading charities, businesses and sector bodies is leveraging UK-wide out-of-home and social media channels to raise awareness of the growing life expectancy discrepancy between the country’s richest and poorest areas.
The campaign’s creative is centred around the hero image of a newborn baby’s wristband, which typically displays its date of birth. However this has been subverted to instead display the child’s life expectancy, corresponding with the location in which it was born, which can vary by well over a decade region by region.
“Our members are diverse but carry the same message. The size of the UK’s life expectancy gap is largely preventable, but not enough attention is paid to how our health is shaped by our interactions with the world around us,” Health Equals head, Carrie Hume said.
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“We’re calling on politicians to take action, doing more to understand what shapes our health, and creating plans to improve our opportunities for good health.”
The highly-adaptable campaign can be targeted to reflect the situation of each local area in which the asset is launched, with readily-available Office for National Statistics (ONS) data providing the lowest life expectancy for each locality.
Don’t Panic creative, Georgia Stephenson added: “What better way to demonstrate health inequality than with a newborn baby? Someone who has made no decisions about their health at all but simply because of the area that they’re born in, is likely to live up to 16 years less than if they were born elsewhere in the UK. The campaign is heartbreaking because the reality is.”
