Monday, August 28, marked the 60th anniversary of the March on Washington and Dr. Martin Luther King Jr.’s “I Have a Dream” speech.
To honor the occasion, American Family Insurance, in partnership with TIME, assembled an integrated campaign which builds on American Family and TIME’s ongoing partnership dating back to 2020. At that time, American Family Insurance partnered with TIME to launch an interactive immersive project called “The March,” bringing the March on Washington to life via a virtual reality exhibit. Now, the companies have collaborated to create an integrated campaign which includes a tribute video (“60th Anniversary”), this :30 commemorative spot (“The March”), and series of social videos. The videos were produced following the “Honoring the March Impact Family Dinner” event earlier this month (August 10) and feature such notables as abolitionist Yusef Salaam, actress Yara Shahidi, Olympic athlete Ibtihaj Muhammad, and Bernice A. King, daughter of Martin Luther King Jr.
The commemorative ad debuted on August 28 and ran throughout the day on media purchased by American Family Insurance. The digital tribute and social media videos were also posted throughout that day. Later this year, TIME and American Family Insurance will announce the second annual “Dreamer of the Year” Award.
In addition to American Family Insurance and TIME, other partners involved with this commemorative campaign include Elite Media, American Family’s creative agency partner, TIME’s Red Border Studios (production) and Performics (media).
Credits
Client American Family Insurance Agency Elite Media Chris Crawford, chief creative officer; Jindai Joseph, executive creative director; Mo Alsadi, art director; Maria Rosa, director, strategic initiatives. Production TIME’s Red Border Studios Sade Muhammad, chief marketing officer; Beth Devillez, VP, partnerships; Dan Schunk, VP, brand & creative strategy; Marissa Maylin, sr. manager, special projects; Steve Clancy, VP customer success; Teagan Nurse, sr. project manager; Nick Johnson, design; Ebony Blanding, director; Abe Zverow, assistant director; Karl Blomberg, DP; Mike Fox, producer. Media Agency Performics
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More