“Be the change you want to see in the world”

This is one of many life-saving ideas being led and championed by my brother-in-law Dr Robert Hackett and the Patient Safety network he’s set up. I’m super-proud to be a playing a part in helping spread the word about this important movement.

The initiative is an awesome demonstration of how powerful it can be when relentless passion meets brilliantly simple creative thinking.

Please check it out and share the f**k out of the video. Thank you!


Twice as good as anything else I’ve seen this week

Great on every level

The philosophy, idea, relevance to the brand, writing, cinematography, casting, performances, music track, end shot, end line. So good.

“To save a life is to save all of humanity.”


If you’ve had a tough week, a hardcore documentary on the situation in Syria might sound like the last thing you want to sit down and watch. But trust me, this film is special, I can’t recommend it highly enough. It’s a documentary short about the apolitical, non-partisan, voluntary Syrian humanitarian group that puts the idea of a ‘tough week’ into sobering context. And it’s the most inspiring thing I’ve seen this year by a country mile. In the midst of a seemingly never-ending shitstorm of civil war and state-sponsored terrorism, there are over 200 bombs dropped every day. These decorators, taxi drivers, bakers, shopkeepers, painters, carpenters, students, housewives and so on put on helmets, pick up stretchers and rush to the sites of the bombings to help/rescue people. They’ve saved over 60,000 people so far and at least 141 White Helmets have been killed during rescue missions. When the legendary British MP Jo Cox nominated them for the Nobel Peace Prize, shortly before she was killed by an attacker in 2016, she wrote:

“When the bombs rain down, the Syrian Civil Defense (their official name) rush in. In the most dangerous place on earth these unarmed volunteers risk their lives to help anyone in need regardless of religion or politics.”

The film won an Oscar last year, it has 100% on Rotten Tomatoes and it’s only 41 minutes long. It really saddened me but it also made me feel angry, moved and, most of all, extremely lucky to live a life where the worst things that tend to happen are that concepts get rejected, briefs get changed and headlines messed with. Watch it and be inspired by the bravery and humanity of these remarkable people.

Please watch before voting

The Power Of Silly


I’m a passionate anti-smoking advocate and I spent a decade working on anti-smoking campaigns. At one point, I felt like I’d seen and worked on every kind of stop-people-smoking idea there could be. We created campaigns based on the adverse health effects of smoking, the passive smoking factor, the effects on your looks, the disgusting smell, the loved ones left behind if you die early, the incomprehensible financial cost and many more. But when I looked back at the body of work, I realised that although we’d worked on different strategies, it all had a similar tone. Serious, sobering and sometimes shocking. Perhaps the seriousness had become expected and, therefore, easy to ignore. Which got me thinking about a potential new way in. What if we were to try a different tone? An unexpected, perhaps incongruous tone. Maybe a very serious anti-smoking message could be delivered through humour, flippancy or even…silliness. This ad is as far as we got, but I still believe there’s more juice in this way of thinking.

The other day I was reading about the growing legend of ‘Pintman’ in the wake of the heinous London terror attack and it got me thinking again about the power of silly to unlock serious issues. As the fallout from this sickening episode continues, we’re living through the full spectrum of shock, confusion, fear, anger, hypocrisy, kneejerk racism, and political manoeuvring. But while that noisy debate goes on and we search for tangible answers and solutions, there’s a place for cathartic gestures of defiance. Manchester had this awesome poem, the bumblebee tattoo and the glorious One Love concert. London has Pintman.

Pintman is the geezer above, who was photographed fleeing from the terror attacks on Saturday night…pint in hand. In many ways, his behaviour is the ultimate ‘fuck you’ to the terrorists. Perhaps more potent than all the protests, marches, hashtags and benefit concerts that are (rightly) sure to come. Because he’s doing the thing that somehow seems to wind these evil morons up more than anything: enjoying life.

The picture of Pintman says – you can try to intimidate us but my pint is far more important than your idiotic, deluded ‘philosophy’. The sad, pathetic men you’ve been brainwashed by wish they could frighten us back into some weird, shit, segregated Dark Ages but, sod them, this is London and a couple of beers with our mates – old, new, black, white, brown, yellow, gay, straight, who cares? – is what we do. We’re human beings hard-wired to love not, like you, automatons programmed to hate.

If only the Bud Light ‘Real Men Of Genius’ campaign was still going – I’d love to see a ‘Mr Running Away From Terrorists Holding A Pint of Lager’ execution. Or perhaps, there can be a film based on the life of Pintman, directed by Michael Winterbottom and starring Peter Kay as the man himself. In the meantime, I like to fondly imagine Pintman jogging down Southwalk Street slightly slower than everyone else, desperately trying not to spill any of his five quid pint. Perhaps he paused for a few moments on the corner of Great Guidford Street to catch his breath and have a sip, then casually stopped outside the Novotel on Southwalk Bridge Road to finish his drink. Was he worried about a bunch of sick fucks with barely a braincell between them? Was he fuck! And why should he be when he’s out with his mates, he’s just got a pint in and it’s Saturday night in the greatest city in the world?

Choose Love

This is such a perfect, powerful example of creativity being used as a force for good. The forces of ignorance and darkness want us to be scared, humbled and full of hate. But with his words and passion, Tony Walsh has harnessed the pride and defiance of Manchester to inspire people throughout the city (and the world) to choose love. Essential viewing if you haven’t seen it already.