Grey London teamed up with U.K. parenting network Mumsnet to create this moving film encouraging parents to teach their children to dial emergency services at 999.
It tells the true story of Elleemae, a five-year-old girl who called the help number when her mother had an epileptic fit in January 2012. She managed to explain the situation and paramedics arrived at the house to save her mom's life.
What makes the film special is that Academy's Frederic Planchon, who directed the ad, spent a week with the family, gathering original photos and footage as well as filming new content to craft the story. Vodafone, another Grey London client which works with Mumsnet on a number of initiatives, made a substantial donation towards the production of the film. The initiative is also supported by the British Red Cross.