The Christopher & Dana Reeve Foundation, a nonprofit providing care to those living with paralysis and advancing research into treatments and cures for spinal cord injury, has unveiled “Reverse,” a PSA from BBDO New York designed to spread awareness and bolster support of research to find cures for spinal cord injury.
Directed and shot by Greg Ramsey via Curious Pictures (Ramsey has since joined Nola Pictures), “Reverse” shows falling dominoes in the form of a person, representing the devastating physical, emotional and societal effects of a spinal cord injury on Rob Summers, a former college baseball pitcher who was paralyzed from the chest down in 2006 after being struck by a vehicle in a hit-and-run accident.
However, as a result of his participation in a landmark scientific study of a novel experimental therapy, Summers is today able to stand up and step with assistance on a treadmill and move his legs voluntarily. The PSA thus reflects this turnaround by showing fallen dominoes rising again, producing a domino effect in reverse.
The experimental therapy combines continual direct epidural stimulation of the lower spinal cord with intense locomotor training (assisted stepping on a treadmill). Summers were the first-ever human participant in this groundbreaking research (funded by the National Institute of Health and the Reeve Foundation), which was published in the medical journal The Lancet in May 2011.
John Osborn, president of BBDO New York and chair of the Reeve Foundation’s Communications Committee, stated, “Rob’s story is extraordinarily compelling. His bigger-than-life personality and drive are an inspiration that we felt compelled to share. We want to invite the world to learn more and to feel what we feel — that this is a huge breakthrough and proof positive of progress being made in this field.”
Plans for a full-scale campaign, featuring print advertising, are also being explored by BBDO and the Reeve Foundation. In addition to BBDO, other organizations which have donated their time and efforts to this campaign include production partners Curious Pictures, @radical media (which provided pro bono green screen and crew), The Station, Trivers Myers Music, and media agency OMD.
Alec Baldwin Sues For Malicious Prosecution After Judge Dismissed “Rust” Case
Actor Alec Baldwin has filed a civil lawsuit for malicious prosecution and civil rights violations in the fatal shooting of a cinematographer on the set of the Western movie "Rust." The lawsuit was filed Thursday at state district court in Santa Fe, where a judge in July dismissed a charge of involuntary manslaughter against Baldwin in the death of cinematographer Halyna Hutchins. Baldwin also alleges defamation in the suit, saying that prosecutors and investigators intentionally mishandled evidence as they pursued the case. Defendants named in the lawsuit include special prosecutor Kari Morrissey and Santa Fe District Attorney Mary Carmack-Altwies, along with three investigators from the Santa Fe County sheriff's office and the county board of commissioners. "Defendants sought at every turn to scapegoat Baldwin for the acts and omissions of others, regardless of the evidence or the law," the lawsuit states. It also says prosecutors and investigators targeted Baldwin for professional or political gain. Hutchins died shortly after being wounded during a rehearsal for the movie "Rust" in October 2021 at a film-set ranch on the outskirts of Santa Fe, New Mexico. Baldwin, the lead actor and co-producer, was pointing a pistol at Hutchins when it discharged, killing Hutchins and wounding director Joel Souza. Baldwin has said he pulled back the hammer — but not the trigger — and the revolver fired. Baldwin's trial was upended by revelations that ammunition was brought into the Santa Fe County sheriff's office in March by a man who said it could be related to Hutchins' killing. Prosecutors said they deemed the ammo unrelated and unimportant, while Baldwin's lawyers say investigators "buried" the evidence in a separate case folder and filed a... Read More