Initiatives — Hugo Bone

I MADE THESE FROM SCRATCH

HER DISEASE

I had the idea and knew it had to be made. So I approached a client and sold it in. I then convinced Stink Films to make it for free. I convinced a photographer to shoot the stills for free. I convinced Mark Strong and Jodie Whittaker to provide their voice talent for free. I convinced London's premier sound designer to work on the film for free. I convinced JC Decaux and Ocean Outdoor to give us some outdoor sites for free. I convinced Pearl & Dean to give us some cinema space for free. And I convinced News International to run it in The Times and The Sun for free. It was a marathon. And I’d run it again tomorrow.

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TOURETTE'S HURTS

My son has Tourette’s so I know better than anyone that the condition is catastrophically misunderstood. I wanted to help so I contacted the CEO of Tourette’s Action and made a case to create a campaign. It happened.

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HIDDEN HELP

This little-known Cornwall-based charity helps people who society ignores by providing them with cutlery, furniture and other basics. I have a connection to Cornwall and was moved by the story so got in touch and made this campaign happen.

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THE MAC GIVEBACK

Ad agencies are obsessed with their green credentials, yet have stacks of macs and other tech just lying around unused and unloved. To make use of it - and to inspire the next generation of creatives - I came up with this initiative, inviting agencies across London to donate their unwanted tech to Shoreditch-based charity The Switch to pass on to schools in the area. I also found a tech recycling partner who agreed to collect and refurbish the macs for free.

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