'Hold on to Mom' is a relationship drama about a mother and a son that find each other, created to raise awareness of strokes and related illnesses.In Sweden almost 60% of all blood-thinning patients are treated with an older medicine, called warfarin. New modern medicine can save lives or at least prevent a stroke. In a 'long' feature film with emotional twist and turns BMS and Pfizer are encouraging middle aged children to ask their older parents what medicine they are given.In order to hold on to your mom longer, the film directed the middle aged children to an informative website, since BMS and Pfizers overall purpose is to help older parents live a longer life. The film was made together with INGO Sthlm and launched in mid march. It can now be seen on various social channelsCreditsCredits:Agency: INGO STHLMArt Director: Rikard HolstCopywriter: Rasmus AnderssonECD: Björn StåhlFinal Art: Maria DubeckProject Manager: Stina ÖbergAgency Producer: Alexandra AnderssonProduction Company: BleckDirector: Rune MiltonDoP: Kasper WindProducer: Nicole Zakrisson