Since its establishment four years ago in eMoyeni in Kwa-Zulu Natal, the hospice has offered home-based care for over 500 patients, all infected with the HIV virus. Sister Priscilla often starts before sunrise, playing a multi-faceted role of nurse, home-care giver, herbalist, teacher and bereavement councillor, to name but a few. Through the financial aid provided by Spoornet, patients are kept as comfortable as possible, with basic amenities and necessary medical facilities readily available.

The commercial was shot at the rural hospice and follows Sister Priscilla through her long and both physically and emotionally demanding day. Says Meirion Griffiths, group creative director at The Agency: "Spoornet wanted the commercial to focus on the Hospice, one of many deserving "grass-roots" projects within their social responsibility programme. This 60-second commercial was directed by Valente Bosch from Fresh Eye, one of this country's young up and coming creative talents, who ensured that the visual treatment gave the commercial a truly emotive authentic feel."

Spoornet's Bintu Petsana, Executive Manager, Strategy & Communications at Spoornet said: "The objective was to show that Spoornet recognises and applauds these small organisations and the vital role they play in South Africa. Sister Priscilla is an inspiration to us all - offering dignity and comfort to those in need. Spoornet is honoured to be able to help her carry the load."

[27 Nov 2002 08:10]

SEND TO A FRIEND  |   PRINT