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.
Hwang Dong-hyuk On Season 2 of “Squid Game,” Wrapping Production on Season 3; What’s Next?
Viewers may gasp, cringe or cry out watching characters die on Netflix's "Squid Game," but those simulated deaths have a different effect on its creator, writer and director. Instead, Hwang Dong-hyuk feels happiness seeing them go.
The show has a huge cast and Hwang says it was "really difficult" to manage everyone on set.
As characters would die, Hwang recalls saying to the actors on their last day, "'Oh no! How sad! I won't see you tomorrow,' but I was always smiling inside."
"Squid Game" season two premieres Thursday. It once again stars Lee Jung-jae and centers around a secret competition in South Korea that targets people in debt and the winner gets a big cash prize. What they don't know is that losing the game is deadly.
Hwang originally conceived of the show 15 years ago as a two-hour film but it failed to gain traction with financiers or even interested actors. He put it aside and worked on other films instead. He then had the idea to make it a TV series instead and took the project to Netflix. There, it could reach a wide audience.
"I never in my wildest dream thought it was going to be this huge," said Hwang, who spoke about the show and what comes next. Answers have been edited for clarity and length.
Q: What have you learned from "Squid Game"?
HWANG: I learned that I shouldn't give up. If you love something and if you want to create something, it might not work now, but the time might come later. Or that idea could be the source of inspiration for something else.
Q: You've already finished filming season three of "Squid Game." Have you thought about what your next project will be?
HWANG: I'm afraid to talk... Read More