Watch: Bedrock hopes love story In Memory can kick-start 'healthcare edutainment'

Integrated agency Bedrock Healthcare Communications says it hopes its short film charting the deep feelings of an elderly couple struggling to cope with the challenges of dementia can be a catalyst for showing how film can be used to convey complex health messages.

The 11-minute film In Memory, produced by Turtle Canyon Films in association with Shoot HD, will have its UK premiere at an event attended by clients of the UK agency, cast and crew at the Curzon Mondrian cinema in London next week. It was previously shown and won an award at last year's North Carolina Film Festival.

Bedrock chief executive David Youds said he hoped the film would show clients how short films could engage with an audience on a human level and start conversations about healthcare in a way that pharma firms, which are often viewed with an amount of cynicism by the general public, are not often able to do.

Youds, who has a background in healthcare marketing and set up Bedrock five years ago, said: "This is not a new genre of film, but it's something that hasn't really been used in healthcare comms before - where film has been used before, it has always pushed a very obvious treatment message."

A previous Bedrock short, Millefeuille, which the firm says "brings to life the everyday reality of psoriasis and psoriatic arthritis sufferers", was also made by Turtle Canyon and released last year. Youds discusses the issue further in this video interview produced by Bedrock itself.

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