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.
Review: Writer-Director Andrea Arnold’s “Bird”
"Is it too real for ya?" blares in the background of Andrea Arnold's latest film, "Bird," a 12-year-old Bailey (Nykiya Adams) rides with her shirtless, tattoo-covered dad, Bug (Barry Keoghan), on his electric scooter past scenes of poverty in working-class Kent.
The song's question — courtesy of the Irish post-punk band Fontains D.C. — is an acute one for "Bird." Arnold's films ( "American Honey," "Fish Tank") are rigorous in their gritty naturalism. Her fiction films — this is her first in eight years — tend toward bleak, hand-held verité in rough-and-tumble real-world locations. Her last film, "Cow," documented a mother cow separated from her calf on a dairy farm.
Arnold specializes in capturing souls, human and otherwise, in soulless environments. A dream of something more is tantalizing just out of reach. In "American Honey," peace comes to Star (Sasha Lane) only when she submerges underwater.
In "Bird," though, this sense of otherworldly possibility is made flesh, or at least feathery. After a confusing night, Bailey awakens in a field where she encounters a strange figure in a skirt ( Franz Rogowski ) who arrives, like Mary Poppins, with a gust a wind. His name, he says, is Bird. He has a soft sweetness that doesn't otherwise exist in Bailey's hardscrabble and chaotic life.
She's skeptical of him at first, but he keeps lurking about, hovering gull-like on rooftops. He cranes his neck now and again like he's watching out for Bailey. And he does watch out for her, helping Bailey through a hard coming of age: the abusive boyfriend (James Nelson-Joyce) of her mother (Jasmine Jobson); her half brother (Jason Buda) slipping into vigilante violence; her father marrying a new girlfriend.
The introduction of surrealism has... Read More