Brave Heart Fund’s Interview with an Undertaker uses stark testimonial to confront the realities of untreated CHD—archived in Clapboard’s global ad archive.

Public Service

Interview with an undertaker - Brave Heart Fund | Clapboard Ad Archive

Other Public Service Campaigns

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Interview with an undertaker - Brave Heart Fund | Clapboard Ad Archive

Brave Heart Fund’s Interview with the Undertaker, a 2017 campaign developed by BBDO for Lebanon’s public service sector, confronts the harrowing reality of congenital heart disease (CHD) in a manner that redefines the possibilities of advocacy film in healthcare charity communications. Anchored by a Presenter Testimonial structure—what Clapboard’s taxonomy classifies as FORMAT#7—this campaign pivots away from sentimental or redemptive storytelling, instead giving voice directly to an undertaker, a figure whose professional gravitas underscores the stakes at hand for children unable to access life-saving heart surgeries. By allowing the undertaker to articulate, with stark specificity, the consequences of systemic underfunding, Brave Heart Fund leverages the testimonial’s raw authority to foster an acute sense of urgency among Lebanese audiences, who are statistically more likely to encounter or empathize with the realities of pediatric heart disease in their communities. Rather than dilute its message with abstraction, the film calibrates its emotional register to maximum effect: the undertaker’s matter-of-fact delivery punctuates the invisible suffering of families facing CHD, making mortality tangible and immediate. This creative calculus sets the campaign apart from traditional fundraising appeals that rely on hopeful imagery or generic calls to action, catalyzing a potent blend of discomfort and conviction designed to jolt prospective donors into action. As a public interest initiative, Interview with the Undertaker also positions Brave Heart Fund distinctly within a crowded field of Lebanese NGOs—such as the Lebanese Red Cross, Himaya, and Arcenciel—by emphasizing its mission that no child should die for lack of funds and foregrounding the critical, bridging role it plays between clinical necessity and social will. The campaign’s documentary and social experiment approach reinforces the brand’s credibility by emphasizing authentic testimony over stylized dramatization, heightening its impact as a vehicle for empathy-driven mobilization. In an environment where medical charity advertising often skirts direct confrontation with uncomfortable consequences, BBDO’s creative decision to centre the undertaker’s voice constitutes both a strategic and cultural intervention, driving home the absolute need for collective responsibility. Clapboard rates this 63/100. In an era of sanitized nonprofit messaging, Interview with the Undertaker matters because it demonstrates that creative risk in confronting mortality head-on can reframe what audiences are willing to feel—and then do—when the cost of inaction is measured in children’s lives.

Credits

Client

Brave Heart Fund

Agency

BBDO, Impact BBDO, Beirut, Lebanon

Creative Director

Angelo El Chami, Georges Kyrillos

Digital Creative Director

Chris Jabre

Copywriter

Mohamed Mokaddem

Producer

Rawad Keyrouz

Category Mind Map

48%

The campaign "Interview with an Undertaker" by Brave Heart Fund seeks to underscore the urgency and gravity of congenital heart disease (CHD) in children, emphasizing the critical need for financial support to save young lives. The brand proposition centers on the promise that no child should die due to lack of funds for essential heart surgeries and treatment, positioning itself as a lifeline for families burdened by medical costs. By highlighting this mission, the campaign conveys value through its commitment to bridging the gap between medical necessity and financial accessibility, reinforcing the Fund’s role as a compassionate and impactful charitable initiative. The market strategy leverages a stark, emotionally charged creative angle by featuring an interview with an undertaker, a figure symbolizing death and finality, to bring the consequences of untreated CHD into sharp focus. This approach serves as a social experiment and documentary-style narrative that disrupts typical healthcare fundraising messages by directly confronting the audience with the potential fate of children without timely intervention. Targeting Lebanese viewers who are likely familiar with or impacted by CHD, the campaign appeals to empathy and social responsibility, aiming to motivate donations through a raw, sobering reminder of mortality rather than idealized imagery. This insight into confronting uncomfortable truths aligns with the public interest nature of the campaign, intended to provoke reflection and action by making the invisible sufferings and risks highly tangible and personal.

FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience. This campaign is best matched with the Presenter Testimonial format. The title, "Interview with the Undertaker," signals a direct conversation or testimonial from a unique professional, likely discussing the consequences of children not receiving necessary heart surgeries. By using an undertaker—someone who deals with death professionally—the ad leverages his authority and experience to communicate the tragic outcomes the Brave Heart Fund seeks to prevent. Instead of a narrative arc or symbolic dramatization, the likely focus is on a factual, impactful testimonial designed to motivate action through firsthand perspective and stark reality. This approach isn’t a story with a plot or resolution, nor does it use heavy symbolism or exaggerated demo—it’s a powerful, testimonial-driven appeal. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Lebanese Red Cross – Market Positioning The Lebanese Red Cross positions itself as a trusted, first-response humanitarian organization with a strong emphasis on emergency medical services, disaster relief, and community health education. Their extensive volunteer network and history of neutrality make them a cornerstone in Lebanon’s public interest space, ensuring rapid response and continuous support in crises. 2. Himaya – Market Positioning Himaya focuses on child protection and combating abuse in Lebanon, differentiating itself through grassroots advocacy, awareness campaigns, and providing direct intervention services. Their strategic angle targets vulnerable children and families, emphasizing prevention, education, and legal support to foster safe environments. 3. Arcenciel – Market Positioning Arcenciel presents itself as a multi-sector NGO addressing social, environmental, and health challenges in Lebanon. Their integrated approach combines rehabilitation, social entrepreneurship, and environment protection, positioning them uniquely as a sustainable development enabler with community empowerment at its core. 4. Beyond Association – Market Positioning Beyond Association specializes in supporting individuals with disabilities through inclusive education, employment, and social integration initiatives. Their differentiation lies in advocating for equal rights and breaking societal stigma by pioneering inclusive programs and raising public awareness in Lebanon. 5. Amel Association International – Market Positioning Amel Association International is positioned as a humanitarian and development NGO focusing on underserved populations in Lebanon, including refugees and marginal communities. Their strategic angle is delivering comprehensive health, education, and social services while championing social justice and human rights via localized interventions.

Q: What is Interview with an undertaker about? A: Interview with an undertaker is a 2017 film campaign from Lebanon, created by BBDO for the Brave Heart Fund. The campaign addresses the urgent issue of congenital heart disease (CHD) in children, highlighting the life-saving work of the Brave Heart Fund, a charitable initiative at the Children’s Heart Center of the American University of Beirut Medical Center. Through a documentary-style approach, the campaign features an interview with an undertaker to starkly illustrate the consequences of untreated CHD, aiming to drive donations and raise awareness for children in need of critical heart surgeries. Q: What creative device does Interview with an undertaker use? A: Interview with an undertaker employs the Presenter Testimonial format, as classified by Clapboard’s 12-format taxonomy. This approach centers on a direct, factual testimonial from an undertaker—a professional whose perspective underscores the finality of untreated congenital heart disease. Rather than relying on dramatization or symbolic storytelling, the campaign uses the authority and real-world experience of the presenter to deliver a sobering, impactful message. This testimonial-driven format is designed to motivate action by confronting viewers with the stark reality of the issue. Q: What is the campaign proposition for Interview with an undertaker? A: The campaign proposition for Interview with an undertaker is built around the Brave Heart Fund’s mission that no child should die of heart disease due to lack of funds. Targeting Lebanese audiences, the campaign positions the Fund as a vital support system for families facing overwhelming medical costs related to CHD. By using the undertaker’s perspective, the campaign emphasizes the real and immediate risks of inaction, urging viewers to recognize the critical need for financial support and to contribute to saving children’s lives within their community. Q: How does Interview with an undertaker rank in Clapboard's archive? A: Interview with an undertaker holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Brave Heart Fund's category? A: In the Lebanese public interest and medical charity sector, Brave Heart Fund operates alongside several key organizations. The Lebanese Red Cross is recognized for its trusted emergency medical response and disaster relief, while Himaya focuses on child protection and abuse prevention through advocacy and intervention. Arcenciel addresses social, environmental, and health challenges with an integrated, community-empowering approach. Beyond Association champions the rights and inclusion of individuals with disabilities, and Amel Association International delivers comprehensive health, education, and social services to underserved populations, including refugees, with a focus on social justice and localized support.