​

 

Logline:

With her love of flora, a devoted daughter struggles to care for the flowers in her garden, with the need to juggle being filial toward her sick mother

 

Writer’s statement of intent:

My late grandmother was a dialysis patient. Throughout her treatment, I witnessed the struggles of loved ones around her trying to keep up with the treatments and bills, as well as the emotional turmoil of having a beloved family member going through something difficult. The support from the National Kidney Foundation was something that I am grateful for my grandmother to have throughout her treatment.

 

“Continue the cycle” is a direct call out to the cycle that occurs during dialysis; the process of cleansing blood through the dialysis machine. It informs the audience to act and carry on the process of helping dialysis patients and the foundation.

 

With this advertisement, I hope to bring awareness to how emotionally challenging it is to have a loved one going through dialysis. Moreover, it allows the audience to understand how they could play a part and possibly ease or change someone’s time with their treatments. 

 

I chose to tell the story through the metaphor of flowers. This is because of how we are aware of the fragility of flowers. They require a lot of patience and care to bloom and flourish. This would mirror the same need that kidney dialysis patients require.

​

Synopsis of the narrative advertisement:

The bond between Tiana and her mother is mended from their shared love for flowers. They both have gardens in their respective homes. They are soon met with the bad news that Tiana's mother needs regular dialysis.

 

As her mother's condition deteriorates, Tiana steps in to care for her garden. Over time, she forms a friendship with a florist, but due to backlash over supplying flowers to a notorious celebrity, the florist struggles to maintain her shop. Tiana volunteers to help, out of sheer love for flora.

 

While tending to her garden at home, Tiana collapses. We see her flowers wither. Waking up in the hospital, she learns that she faces the same fate as her mother, requiring dialysis. Undergoing dialysis at the centre, she sees the florist carrying a bouquet - made up of the same flowers as her garden - in the distance, blooming. We then see the mirroring of Tiana caring for flowers, with volunteers at the National Kidney Foundation helping patients despite the visual of many patients being cared for by few volunteers. 

​

 

References:

 National Kidney Foundation, USRDS Annual Report 2023