Shot and Cut Films teamed up with the Portuguese Red Cross for a powerful campaign aimed at encouraging public donations of 0.5% of individuals’ IRS contributions to support the organization’s humanitarian efforts. Directed by Filipe Correia dos Santos, the film presents an emotional dilemma: asking viewers to choose just one life to help, a choice that reflects the real-life challenges faced by those working in aid. The raw, authentic reactions of ordinary people, confronted with this difficult task, underscore the emotional weight of the decisions that humanitarian workers face every day.

The campaign, brilliantly created by our friends at Lola Normajean, strives to inspire viewers to reflect on the importance of giving while supporting the Red Cross’s critical work both in Portugal and internationally. A shorter version of the film is currently airing on national television, expanding its reach to a broader audience and reinforcing the message. This impactful piece of storytelling aims to remind the public of the collective responsibility to help others in need, while highlighting the ongoing, vital mission of the Portuguese Red Cross.