For those who can’t help but notice that the decibel level often rises from TV program to commercial, this PSA comes as a welcome break from the noise.
The spot opens on a longshot of a woman seated at a table. We see her hand as it tugs at a necklace she’s wearing. Next, we see a close-up of her as she speaks.
However, there’s no audio. We cannot hear what she’s saying, although from her facial expressions, it’s clear she’s distressed, and she’s pouring her heart out.
Two words appear on screen: "We hear."
As the woman, who’s on the verge of tears, continues to mouth words, the supered message appears: "But only a few of us listen."
Seconds later, another super reads, "The Samaritans need you."
The :30 ends with an ID tag for the Samaritans of Boston, accompanied by a phone number (617-536-2460) and a Web site address (samaritansofboston.org) for volunteers.
Agency Hill, Holliday, Connors, Cosmopulos, Boston, created this PSA on a pro bono basis for the Samaritans, an organization devoted to listening to people in despair. The group offers suicide prevention services and fields more than 45,000 phone calls annually. However, many additional calls don’t get through because the phone lines are busy. Some 175 volunteers man the 24-hour hotline, but the Samaritans needed more volunteers and looked to Hill, Holliday to help get the word out.
The agency duo on "Silence" consisted of creative director/art director Doug Gould and creative director/copywriter Eivind Ueland.
Tom Foley, VP/executive producer at Hill, Holliday directed the PSA. The job was run through Santa Monica-based production company Independent Media, which is headed by Susanne Preissler, who served as executive producer on the job. Jim Bigham line produced for Independent Media. Chris Soos was the DP. Editor was Dick Gordon of Mad River Post, New York. Colorist was Chris Ryan of Nice Shoes, New York.
Foley is no stranger to directing. His other helming credits include a Hill, Holliday-conceived campaign promoting From the Top, a classical music program on National Public Radio. Last year, one of those spots, "Mailman," earned recognition in "The Best Work You May Never See" gallery (SHOOT, 3/8/02, p. 11).
The principal actor in this spot was Veronica Watt. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or emailed.
