This is beautiful.
A dying patient asks to see the sea a final time and an ambulance driver takes a small detour.
Anyone who has lost a loved one can feel this.
Anyone who is human can see this as pure gold. Not as a piece of comms but as a gesture to make a dying wish complete.
What makes this that bit more special is that it moved from being an anecdote at the water cooler to a perfectly weighted piece of communications that works beautifully. It works because it is not contrived and not staged.
It reminds me, funnily enough, of Sheffield Wednesday Football Club. They were determined to shed their post-Hillsborough disaster bunker mentality by a new approach. It was simply ‘do the right thing’.
As the post says, sometimes you don’t need drugs to do a good job just empathy.
Be more human.