Marie Curie
When facing terminal illness, it is not what you earned and owned that you value. It is only how much and who you have loved. This social media campaign ran on Valentine’s Day to remind us all of what really matters most in life and beyond. When handling charity and serious causes, it is always best to just be honest and frame that truth well -to avoid taking away power or being too advert-like. So I wanted the Love Letters to feel totally authentic and avoided writing anything myself on this occasion. Instead, I encouraged and welcomed those who had something to say into a peaceful and secluded room (where participants would know a camera would film their love letter as it was being written). Some contributions were from widows, some were very young grandchildren and others even the patients or nurses themselves. The resulting social campaign proved to be an original and refreshing take on Valentine’s Day, made that much more poignant for the very human and special charity behind it.