What she detested was illness. I don’t remember ever seeing her sick or laid up or weak in any way; her life has always consisted of being in motion.
When I would hear that she broke her leg on the car door or had a bout with food poisoning, I would call her to check in. “I’m fine,” she would always say. And because she had years of experience in being fine, I believed her.
She was probably in her late 60s when she had her first mini-stroke. She didn’t want to alarm anyone, so she went to lie down in her room. Over the past 15 years or so, she has had other minor stroke events.
I wish she had known then what we all should know now: seeking treatment for strokes within a three hour time frame is critical. Treatment can prevent permanent damage to your brain.
I thought about my grandmother as we here at Contrast Creative went through the brainstorming process to create a PSA for The Carolinas Center for Medical Excellence (CCME) and the North Carolina Heart Disease & Stroke Prevention Program (HDSP). While we came up with a variety of concepts, we settled on a main character who would resonate with viewers. Don’t we all want to believe that we will be fine, even as the pressures of taking care of aging parents, teenage children and a car with bald tires begin to mount?
As I learned more about strokes and their prevention and treatment, I discovered that strokes can strike at any age. According to the Centers for Disease Control, 34 percent of people hospitalized for stroke were under the age of 65. Here in North Carolina, we are part of the Stroke Belt, as the Southeast has the highest death rates from stroke of any region in the United States. African Americans are disproportionately affected: their risk of having a first stroke is twice that of a Caucasian.
Unfortunately, only 38 percent of people in a U.S. poll were aware of stroke symptoms and the need for early intervention. Many people, like my grandmother, choose to go lie down instead of seeking help.
The PSA we created for CCME and HDSP, “I’m Fine,” reflects all of these facts, as well as the emotional component of attempting to keep it all together. An African American woman in her late 30s is hosting a lively dinner party when she begins to have symptoms of a stroke: headache, blurry vision, one side of her face drooping, slurred speech… but she struggles to maintain a pleasant exterior for her friends. Her teenage daughter recognizes the signs and calls 9-1-1 as the woman lies on her bed.
All of the visuals in “I’m Fine” were carefully crafted to impact viewers. The main character wears a blood red blouse to conjure up heart and blood imagery. Producer Katie Martin laid out a vibrant, colorful feast for our “party guests.” The midnight blue of the main character’s bedroom calls to mind a hospital, while the red phone suggests urgency.
While the main crux of the script consists of the main character saying, “I’m Fine,” the physical actions (head rubbing, dropping a plate, drooping mouth) and graphics emphasize the stroke symptoms. Click here to watch “I’m Fine,” and check out production photos from the shoot on our Facebook page.
Our goal in creating the “I’m Fine” spot was to make our main character active, relatable and relevant. Strokes can, and do, occur at any age, even in the midst of our busy lives. Our main character was not overweight, ancient or smoking a cigarette. She was Every Woman.
When you realize that stroke can affect you or someone close to you at any time, knowing the signs and symptoms and the importance of obtaining medical treatment within three hours are imperative.
You can lower your risk of stroke. Do you know the risk factors?
- High blood pressure
- High LDL cholesterol
- Smoking
- Diabetes
- Overweight and obesity
- Poor diet
- Physical inactivity
- Excessive alcohol use
Despite your best efforts, you may find yourself or someone you love suffering the symptoms of stroke. Know the warning signs:
- Sudden numbness or weakness of the face, arm or leg—especially on one side of the body
- Sudden confusion, trouble speaking or understanding
- Sudden trouble seeing in one or both eyes
- Sudden trouble walking, dizziness, loss of balance or coordination.
- Sudden severe headache with no known cause
Perhaps the secret isn’t being able to keep it all together but knowing when things aren’t actually fine. Knowing more about my risk factors and genetic predisposition for stroke has impacted my life. I’m fine for now… but I’ll know what to do one day if I’m not.
Your Brain. Your Life. Make Every Second Count.
Is your brand driving results? Contrast Creative can help. Call 919-469-9151 or click here to schedule a creative consultation.