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PSA

BBDO NY Looks at ‘Monsters Under the Bed’ for Sandy Hook Promise

With the anniversary of the Sandy Hook Elementary School shooting coming up this Sunday, BBDO New York crafted a PSA campaign for Sandy Hook Promise, an gun violence prevention organization formed in the wake of that tragedy.

In the three-minute video “Monsters Under the Bed,” an interviewer has children draw pictures of monsters and then interviews parents asking them what they do to protect their children from these imaginary creatures, with parents offering up a range of responses. Then the interviewer changes the conversation, asking, “How do you protect them from gun violence?” Most of the parents just sit silently with a pained expression, and not one is able to offer a satisfying answer. BBDO New York drives the message home when text appears onscreen reading, “Last year, zero kids were killed by monsters under the bed. Let’s protect our kids from the real threats…so they can continue being afraid of the imaginary ones.”

The video ends by directing viewers to SandyHookPromise.org, where the organization offers parents, students and teachers tools and programs to prevent future gun violence, including mental wellness, social development and gun safety approaches.”Monsters Under the Bed” is being promoted on social channels including Facebook, Tumblr, YouTube, and Twitter.

Additionally, BBDO New York worked with director Tarik Karam and executive producer Stephen Daldry to create a short documentary film called What They Left Behind. The documentary tells the story of three children who lost their lives to gun-related violence: “from a 17–year-old girl who committed suicide with her father’s gun; to an argument among young teenage boys in Iowa that  ended in bloodshed; to the Barden family who lost their 7-year-old son in the Sandy Hook Elementary School shooting.”

“In the two years since I lost my son, I have been speaking with communities across the country to better understand the causes of gun violence,” said Nicole Hockley, communications director for Sandy Hook Promise and mother of six-year-old Sandy Hook victim Dylan. “What we have learned is that, as a nation, we can help to prevent tens of thousands of gun deaths, by first learning the warning signs of violent behavior and focusing on community-based programs to help and heal those most at risk.”

Stick around for the 35-minute What They Left Behind, along with credits, after the jump. Read more

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Merkley+Partners Launches Holiday Drunk Driving Prevention PSA

Merkley+Partners teamed up with the Ad Council to launch a holiday drunk driving PSA campaign focusing on the potential fines viewers could face if they’re caught driving buzzed this holiday season.

In the spot “Neon Signs,” released in a variety of lengths, the agency takes a rather straightforward and to the point approach. The ad (shown in its 30-second version above) shows a series of neon signs in bars alluding to the consequences of drunk driving. These range from”Lose Your $avings” to “Move In With Mom,” to “Lose Your Girlfriend” and “Sell Your Car.” The last two signs make the message clear, “Get caught buzzed driving” and “You could kiss $10,000 goodbye,” followed by the tagline “Buzzed driving is drunk driving.” That’s an important clarification for a lot of people, and a timely message leading up to the time of year (December 26-31) which the National Highway Traffic Safety Administration (NHTSA) has one of the highest rates of drunk driving fatalities. The ads will air on local broadcast stations and the campaign will be supported by social media and OOH initiatives.

“Fatalities related to drunk driving are horrific, and 100 percent preventable. The spike in driving while buzzed around the holiday season is especially alarming, and the Ad Council is proud to team up with these dedicated partners to prevent this issue,” said Lisa Sherman, president and CEO of the Ad Council, in a press release.

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Grey Toronto Examines ‘Lockdown’ for Moms Demand Action

In a new PSA, Grey Toronto (with production support from Untitled Films, Saints Editorial, Eggplant Music & TopixVFX) examines a school “Lockdown” drill in the wake of the tragic Sandy Hook Elementary School shooting for Moms Demand Action for Gun Sense in America (also known as Moms Demand Action).

The harrowing PSA, of which there is a 60-second broadcast version as well as the 90-second version featured above, depicts the harsh reality of school lockdown drills that have become the norm in many schools following the Newtown, Connecticut school shooting which approaches its two year anniversary on December 14th. It is affecting because it gives viewers the perspective of students and teachers as they go through the drill. As students hide under desks, their teacher reminds them to be silent. Ominous music plays as the camera shows the scared faces of the children, interspersed with audio clips announcing things like “37 school shootings so far in 2014″ and “almost 100 school shootings since Newtown.” When the lockdown is finally revealed as a drill, viewers share in the relief felt by the teacher and her students.

The PSA was revealed today at a press conference on Capitol Hill, along with a report documenting the “at least 95 school shootings” since the Sandy Hook Elementary School shooting. Among those in attendance at the press conference were “elected leaders, gun violence survivors and gun safety advocates.”

“You may not have heard about all of these shooting incidents on the national news, but when a lockdown is announced over a school intercom – for whatever reason – it strikes fear across the community,” said Shannon Watts, founder of  Moms Demand Action for Gun Sense in America. “We will not allow the constant threat of gun violence at our schools to become the new normal – it’s time our elected leaders take a stand for the safety and future of our children.” Read more

M&C Saatchi Examines ‘Christmas at Home’ for The Silver Line

M&C Saatchi created a holiday spot called “Christmas at Home” for The Silver Line, “The only free 24 hour confidential for older people that offers friendship and support.”

The ad tells the story of an older man who wakes up on Christmas day and appears to be preparing for his family to arrive. He gets dressed and tidies up, the ad cuts to a family on the phone with relatives saying “We’ll be there soon, put the kettle on” as the man brews some tea. Then the family knocks on a door and the ad reveals that it the man’s next door neighbor receiving the visit, as he looks out the window dejected. It’s a clever way to put viewers in the man’s shoes and give an idea of the devastation he feels rather than just telling them about the cause. The ad ends with the message, “More than a million older people in the UK suffer the pain of loneliness, not just at Christmas but all year round.” While this is true, the message is likely to resonate with people all the more during the holidays.

Le Bureau Tells You Not to Buy Shit for Red Cross Sweden

Swedish agency Le Bureau teamed up with Seattle-based animation studio The Academy’s Swedish collective known as Brikk to create a two minute PSA for Red Cross Sweden.

The ad tries to convince Swedes to give Red Cross parcels to those in need for Christmas, rather than buying something they won’t even remember next year. Or, as Brikk puts it, “We together with Red Cross think that a food package to Syria is a better Christmas gift than a fitness band, and that’s what we are trying to communicate in the animation.”

To accomplish this, the animation highlights just how many gifts are forgotten, or even sold secondhand online after the holiday season. “Don’t buy thoughtless presents for the ones you care for, buy something special that shows they mean more,” says the spot’s rhyming narrator, positing Red Cross gifts as the answer. Near the end of the PSA he gets a little more direct, saying, “…this year don’t buy shit, make an active choice.” The candidness is refreshing, and should get more people to share what otherwise could have been a very dry message. Read more

Droga5 Hits Home with Harrowing PSA for KidsCo

Droga5 Europe created what very well may be the most depressing advertisement this holiday season with a 90-second PSA for KidsCo, a children’s charity founded by Camila Batmanghelidjh which plans to host “the UK’s biggest children’s community Christmas dinner ever.” The spot broke yesterday, and will air on broadcast, in cinemas and online.

The ad stands in stark contrast to the glitzy Christmas advertisements glamorizing the holiday in the UK. Willfully minimalistic, it depicts a boy who wakes up and get dressed, with the text “Thursday” appearing onscreen. He plays in the street a bit and then goes to the corner store, eyes up a rack of candy bars and leaves without making a purchase. Walking back home he passes a house lit up with Christmas lights, and we hear a group exchange holiday greetings, the first mention in the ad that it is, in fact, Christmas day (which explains why the streets are so empty). He then returns home, to a neglecting looking living room and switches on the television as the message, “For some children, Christmas Day will just be another Thursday” appears on screen, driving home the message.

“Kidsco is an amazing charity doing incredible work for thousands of children across the UK,” said Droga5 Executive Creative Director Nik Studzinski. “With this ad we deliberately wanted something that would be a genuine pause for reflection among the noise of the super-bowl style ads that clamour for our attention at this time of year.” Read more

BBH Sheds Light on Youth Cardiac Risk in PSA for CRY

BBH London created a PSA campaign for Cardiac Risk in the Young (CRY), a UK charity founded in 1995 which “raises awareness about sudden cardiac deaths in young people resulting from undiagnosed heart conditions.”

In a 60-second PSA video, a group of young men engage in a game of rugby. Throughout the spot we hear a heartbeat, adding an element of unease, until at one point the hearbeat speeds up and one of the boys falls to the ground. The message, “An undiagnosed heart condition can kill an apparently healthy young person instantly. Don’t wait until it’s too late. Get your heart tested.” It’s a harrowing message, bringing attention to an issue many don’t know about. Crafted to shock and startle viewers, it just may succeed in its goal of getting young people tested for heart conditions.

The spot was created by BBH London Assistant Producer David Lynch (not to be confused with that David Lynch), with help from Creative Directors Nick Kidney and Kevin Stark in adapting the original script. “I knew about CRY through a friend who was helped by them in the past,” Lynch said. “I wrote a script and showed it to my then producer, Ruben Mercadal. He said I should run with it. As I’m an Assistant TV Producer and not a Creative, I sought help from two of BBH’s best Creative Directors..To my surprise they were of the same opinion as Ruben and said if I ever get the chance to make it, they would love to mentor me through it.”

BBH then enlisted director AG Rojas and Park Pictures to bring the project, which Lynch called a “particularly emotive and rewarding campaign to work on,” to light. “Once we began production, it became clear that so many of the people who helped us had also been affected – or knew someone who had been affected – in some way,” he added.

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KBS Celebrates Ten Years with AdoptUSKids

KBS and AdoptUSKids is celebrating the tenth anniversary of partnership between the organizations with a campaign launching today in collaboration with U.S. Department of Health and Human Services and the Ad Council.

The ads promote adoption by showing how flawed parents still have a positive impact on children’s lives. In the 30-second “Treehouse,” for example, a father attempts to build a treehouse without following instructions, which doesn’t end well. In “Skating,” a mother attempts to roller skate with her children even though she doesn’t know how to skate, with predictable results. Both spots are narrated with a song sung by two pretty goofy guys, and promote keeping siblings together implicitly by showing adopted siblings in the ads (although this might be too easy for viewers to overlook). The ads end with the familiar “You don’t have to be perfect to be a perfect parent” tagline. Both spots will be unveiled today by JooYeun Chang, associate commissioner of the Children’s Bureau, at a DC event celebrating the tenth anniversary of the National Adoption Campaign. Read more

Kool & the Gang Score Odd AMV BBDO Drunk Driving PSA

Here’s a unique twist on the classic anti-drunk driving PSA from AMV BBDO in the UK.

It’s the government’s way of celebrating the success of its 50-year-old Think! campaign in reducing the number of drunk driving deaths in the Kingdom by setting the usual rescue scenes to what may be the least appropriate music available: Jersey City’s own Kool & the Gang.

The numbers tell a story that’s somehow both encouraging and pessimistic as the end of the spot shows us exactly why the campaign matters. And of course the whole thing is set to a song best fit for roller rinks and the dentist’s office.

UK press has called the ad “shocking“; if an American group ran it, we’re fairly certain that scandal would follow.

Area 23 Creates ‘The State of Diabetes’ for The diaTribe Foundation

Area 23, part of FCB Health, teamed up with diabetes advocacy organization The diaTribe Foundation for a campaign called “The State of Diabetes” launching today, on World Diabetes Day.

The campaign is based around the insight that if the 343 million people living with type 2 diabetes around the world were recognized as a sovereign state by the United Nations it would be the world’s third largest country. So Area 23 and The diaTribe Foundation launched an initiative petitioning the United Nations to recognize type 2 diabetes as a sovereign nation. While it’s fair to assume that no one involved actually expects that one to pan out, The diaTribe Foundation hopes the initiative will “spark conversations about furthering education and awareness efforts, and even inspire access to healthier food across the globe.”

“In emerging nations—where processed and fast foods are too often more accessible than healthier options—‘lifestyle choices’ may not really be choices,” explains Kelly Close, founder of The diaTribe Foundation. “Education on an individual basis is only one piece of the puzzle. We need to put type 2 diabetes awareness on the agenda, at the national and international levels.”

Area 23 also worked with artist Henry Hargreaves and director Tim Hawkey for a PSA video promoting the initiative. The video sees Hargreaves construct a world map made out of the kind of unhealthy foods that can contribute to the development of type 2 diabetes and asks “What kind of world are we creating?” before directing viewers to the campaign microsite, where they can choose to sign a petition addressed to the UN. Print ads for the campaign are designed to drive traffic to the microsite as well, while social media efforts will also support the campaign. Read more

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