With the wildfires raging on in Canada, and life-threatening floods and hurricanes impacting people’s lives like never before, the constant barrage of bad news seemingly knows no end. Vox recently reported that only 6% of news articles convey positive uplifting news while the other 94% spread headlines denoting fear and sadness, encouraging “doomscrolling.” Travelers Insurance’s new campaign “Who Cares”–from TBWAChiatDay New York–is the counterpoint to doomscrolling and negative headlines, using real data to highlight the number of Americans who are helping others each year, especially during these trying times.
A prime component of the campaign is this "Brand Manifesto" film directed by Henry-Alex Rubin of SMUGGLER, which shows us the power of people caring and coming together to help those in need.
Credits
Client Travelers Insurance Agency TBWAChiatDay New York Amy Ferguson, chief creative officer; Walt Connelly, global executive creative director; Kiersten Utegg, associate creative director/copywriter; Shanon Wille, associate creative director/art director; John Doris, head of production; Chris Klein, executive producer; Matt DePaola, associate producer. Design Studio DxD–Design By Disruption Bruno Regalo, global chief design officer; Gabriel Menezes, sr. designer. Production Company SMUGGLER Henry-Alex Rubin, director; Drew Santarsiero, exec producer; Cat Restrepo, producer; Giovanna Giangregorio, Ashley Roberts, Nick Stergiou, production supervisors; Darby Pearson, Brodie Johnson, Rebecca Witzel, commercial coordinators; David Devlin, DP; Anthony Dimino, assistant director; Justin Allen, production design; Young-ah Kim, costume design. Editorial Cartel Kyle Valenta, editor; Nick Bruce, assistant editor; Lauren Bleiwiss, managing director; Evyn Bruce, exec producer; Linden Carty, producer. VFX JANE Rich Rama, exec producer; Ben Sposato, head of production; Daniel Piwowarczyk, VFX supervisor; David Parker, West Sarokin, Shauna Prescott, lead Flame artists; Joe Vitale, Flame artist. Color Grade Company 3 Sofie Friis Borup, colorist; Shannen Trop, color producer. Music Walker Sara Matarazzo, managing director; Stephanie Pigott, sr. exec producer; Dottie Scharr, Neha Ewell, sr. producers; Samantha Zirin, associate producer. Sound Design/Audio Post Duotone Audio Post Andy Green, sound designer/mixer; Greg Tiefenbrun, exec producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
