Hospital patients arm wrestle and tug of war for their lives in new campaign for The Hospital Research Foundation

Hospital patients are shown fighting for their lives through arm wrestles and tug of war in the new ‘Together. Fight.’ campaign from The Hospital Research Foundation.

The two 60-second campaign films show stroke, cancer, heart disease and dementia patients come up against a stronger and unrelenting opponent. As more hands join to support each patient they become stronger and overpower ‘The Beast’.

The ads lead viewers to ask the question as to whether they would step in and fight against disease in the same way as they would against an overbearing man.

The new campaign, created by KWP, seeks to raise awareness of THRF beyond its annual home lottery fundraiser to the critical research work the organisation performs.

THRF chief executive officer Paul Flynn said in a statement: “The foundation supports research across a broad range of illness and disease. We want people to stand alongside us as we continue to support people in the community by funding vital research and patient care activities in hospitals.”

KWP executive creative director and TVC director, Corey Swaffer, said that the new campaign sought to put a face to the insurmountable opponent of disease.

“We wanted to do something very different and yes, confronting, to bring attention to the life-saving work of THRF,” Swaffer said.

“The Beast is a graphic representation of the seemingly insurmountable opponents that sufferers of disease face every day. The key message is that together we can take on these opponents and make a difference.”

KWP group managing director, David O’Loughlin, said: “This campaign has been a year in the making and has brought together the best of our full-service offering with the Communications, Advertising, Media and Technology groups, including CMS and data integration, to produce this powerful campaign.”

“Supporting such an incredible organisation and connecting the Together. Fight message with audiences everywhere is at the heart of what we do, and it’s been a privilege to bring this campaign to life.”

The campaign will air across TV, cinema, digital and social


Agency: KWP
Executive Creative Director: Corey Swaffer
Associate Creative Director/Writer: Dave Ormston
Senior Art Director: Kent O’Halloran
Agency Producer: Georgina Toole
Strategy Director: Kat Paphitis
Account Directors: Alice Jordan and Ryan Shipway
Group Managing Director: David O’Loughlin
Media Director: Nat Morley
Communications Director: Rebecca O’Rourke
Technology Director: Grant Baker
Production Company: Yah Yah
Director: Corey Swaffer
DOP: Peter Eastgate
Producer: Annalise Menzel
Producer: Anna-Bardsley-Jones
Offline Editor: Billy Brown
Post Production: Fin
Sound Studio: Timms Tunes
Sound Engineer: Sean Timms


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