Go Gentle Says 'Stop The Horror' in Voluntary Assisted Dying Campaign via Cummins&Partners

Already gaining huge awareness through PR and social, the project was launched initially as a new horror film by Kurzel. 'Stop The Horror' allows people to witness the true story of the grim last days of terminally ill patient, Greg Sims. His story is told with brutal, gut-wrenching honesty. The intense moments of pain, the emotional turmoil, the despair and, at times, the endless waiting, are all laid bare.

As viewers see these terrible events unfold, they are offered the opportunity to 'stop the horror' at anytime, thanks to a bespoke digital video player. At any time when a user presses the 'stop' button, they leave the film and are instantly taken to a page that asks them to really stop the horror, by supporting the law that will be voted on in Victoria.

Says Avish Gordhan, creative director, Cummins&Partners: "This issue is constantly discussed amongst activist circles on both sides, but it needs to be exposed to a wider audience. Almost everyone knows someone who has experienced this kind of suffering. 'Stop The Horror' gets people, who are not the typical audience, to really consider what's at stake."

Says Mandie van der Merwe, creative director, Cummins&Partners: "We wanted to cut through the noise that often surrounds this debate, by exposing people to a true story that is, unfortunately, similar to that of so many other terminally ill patients. We wanted to tell the story in a way that would help people understand that the truth is actually more horrific than anything they've ever seen filmed before. It is somehow both completely compelling, while at the same time utterly unwatchable."

The campaign has already generated significant attention, with News.com.au saying: "Stop the Horror: The movie so terrifying it's unwatchable". While Junkee asserts that "You probably can't make it all the way through this horrific short film".

The crucial vote in Victorian parliament will happen later this year. The entire team that has worked on this project asks that, if you support this compassionate law, watch this true story at www.stopthehorror.com and then take action.