Seeing a youngster getting tucked into bed is a slice of Americana that would make Norman Rockwell proud. However, this sleep-well, sweet-dreams scenario tugs at the heartstrings in quite a different way as depicted in this PSA from Arnold Worldwide, Boston.
We open on a mother kissing her young son good night. He then asks her to also kiss Smokey, a stuffed animal. She obliges, additionally wishing a peaceful slumber for Smokey.
As her son and Smokey settle under the covers, the mom puts her head down, presumably to stay until the lad is fast asleep. She turns off the light.
However what we’re about to see is sadly illuminating. The camera cuts from the scene to reveal that mother and child are not safe and snug in bed at home. Instead, they are sleeping inside a car that’s situated in a dimly lit parking lot at night.
A super against this sobering backdrop simply reads, “There are 20,000 homeless children in Massachusetts who need your help.”
A succeeding super relates, “You can make a difference,” accompanied by the logo for the PSA’s sponsor, Horizons For Homeless Children, a nonprofit organization. A Web site address (www.horizonsforhomelesschildren.org) and a toll-free phone number (1-800-560-7702) also appear.
Homeless children experience more health problems, developmental delays, anxiety, depression, and behavioral problems than kids in low-income housing. Educational achievement is also lower for homeless children as compared to those in low-income accommodations. Horizons looks to address this situation by raising awareness about homelessness, and by providing early care and education in homeless shelters and community children’s centers all across Massachusetts.
The organization also administers the Playspace program to facilitate healthy play activities for kids living in homeless shelters. Horizons teams with shelter residents and staff to design and build age-appropriate kid-friendly spaces that come equipped with libraries, building blocks, art supplies and other resources to challenge children physically and creatively. The initiative recruits, trains and places volunteers in shelter Playspaces to supervise and engage the kids in fun, educational play so that they can grow and develop their imaginations. Horizons’ goal is to create a positive and stimulating environment for homeless children while helping their parents to try to work themselves back to self-sufficiency.
Jeff Fleisig of Biscuit Filmworks, Los Angeles, directed the PSA, titled “Car,” for Arnold Worldwide, Boston. Shawn Tessaro executive produced for Biscuit, with Shelby Ross serving as producer. The DP was Tony Wolberg.
The Arnold creative team consisted of creative director/art director Ron Wilcox, associate creative director/copywriter Rick Frisiello, agency producer Kevin Shale and assistant producer Julie Benevides. “Car” represents Arnold’s first TV effort on behalf of Horizons For Homeless Children.
Jay Friedkin of Union Editorial, Santa Monica, was the editor and sound designer. Online editor/compositor was Union’s Craig Price. Colorist was Sean Coleman of Company 3, Santa Monica. Audio post mixer was Kevin McLaughlin of Soundtrack, Boston.
