Big Sisters of BC Lower Mainland is launching a PSA campaign across the Lower Mainland designed to recruit women to volunteer for Big Sisters, a non-profit organization that pairs girls with women who can offer guidance and support.
The intention of the campaign is to dispel the misconception by many women that being a Big Sister requires a significant time commitment, which is often cited as the reason why women choose not to volunteer.
Developed pro bono by DDB Canada‘s Vancouver office, the integrated PSA campaign features playful TV, radio, and print creative, supported by social media and PR, which accurately demonstrate that “Being a Big Sister takes less time than you think.” Lisa Chen-Wing, a mother and an art director, who revealed she was a Big Sister Study Buddy, brought the idea to fruition.
“Here is a mother who’s managing to raise her own child while pursuing a career in an unquestionably demanding industry, and yet she still finds time to volunteer. That’s an admirable story that needs to be told,” said Dean Lee, creative director, DDB Canada Vancouver. “We just kept thinking if she can do it, there is no excuse why others can’t.”
To demonstrate how little time it takes to make a difference in a girl’s life, DDB Canada created the shortest messages possible in any given media: seven second TV ads, five second radio ads, Tweets and small space print ads. The ads are just long enough to feature a Big Sister giving a young girl advice, reinforcing the fact that being a Big Sister may take less time than you think.
“The brief length of the creative cleverly mirrors the message of the campaign, while still making it accessible for broadcast media to play and help raise awareness of Big Sisters’ need for volunteers,” said Lee.
This week’s “Best Work” entry is one of those assorted seven-second TV spots. We open on a girl and her Big Sister. She asks, “What if he doesn’t like me?”
The Big Sister replies, “Like his friend.”
The girl appreciates the advice. “Good idea,” she says.
A parting slogan appears on screen, which reads, “Being a Big Sister takes less time than you think.”
Directors were Jon & Torey of Family Style Productions.
Directing and Editing “Conclave”; Insights From Edward Berger and Nick Emerson
It’s been a bruising election year but this time we’re referring to a ballot box struggle that’s more adult than the one you’d typically first think of in 2024. Rather, on the industry awards front, the election being cited is that of the Pope which takes front and center stage in director Edward Berger’s Conclave (Focus Features), based on the 2016 novel of the same title by Robert Harris. Adapted by screenwriter Peter Straugham, Conclave stars Ralph Fiennes as the cardinal leading the conclave that has convened to select the next Pope. While part political thriller, full of backstabbing and behind-closed-door machinations, Conclave also registers as a thoughtful adult drama dealing with themes such as a crisis of faith, weighing the greater good, and engaging in a struggle that’s as much about spirituality as the attainment of power.
Conclave is Berger’s first feature after his heralded All Quiet on the Western Front, winner of four Oscars in 2023, including for Best International Feature Film. And while Conclave would on the surface seem to be quite a departure from that World War I drama, there’s a shared bond of humanity which courses through both films.
For Berger, the heightened awareness of humanity hit home for him by virtue of where he was--in Rome, primarily at the famed Cinecittà studio--to shoot Conclave, sans any involvement from the Vatican. He recalled waking up in Rome to “soak up” the city. While having his morning espresso, Berger recollected looking out a window and seeing a priest walking about with a cigarette in his mouth, a nun having a cup of coffee, an archbishop carrying a briefcase. It dawned on Berger that these were just people going to... Read More