Inspired by some research findings regarding effective ways to reach youngsters, the Partnership for a Drug Free America (PDFA) has tapped the Association of Independent Commercial Producers (AICP) for help in linking with spot directors willing to volunteer for a good cause. Dubbed the Directors Project, the endeavor has the PDFA seeking filmed testimonials of teens and pre-teens regarding how drugs impact their lives. The footage will be used as traditional broadcast PSAs, for streaming on the Web, and in-school documentaries, as well as for editorial briefings, fund raising efforts and research purposes.
According to AICP president Matt Miller, the decision to go "directly into the production companies and directors is a real recognition of their expertise and contribution. They’re getting some of the credit, which is very important."
In a letter sent to the AICP’s roughly 300 member production companies, Miller explained the project, calling it a "win-win" situation that has "the potential of benefiting your directors while also doing a great deal of good for a great many kids."
An outline of the Directors Project reveals that few messages resonate more powerfully with young people than those conveying the hopes, dreams, challenges, experiences, regrets, opinions and aspirations of kids their own age or slightly older. Directors interested in contributing footage would work on the project for a year, and would concentrate on a specific topic, such as methamphetamines, drug-free zealots, kids in recovery, party drugs, drugs in sports, and kids whose siblings are/were involved with drugs. The outline also notes the need for the testimonials to come from kids in various parts of the country and of various ethnic backgrounds.
"The concept was to get some powerful messages from real kids, and this seemed an ideal opportunity to see if directors would be our partners," said Doria Steedman, vice chairman of the PDFA. "We don’t have the money to hire them in the normal sense. But what we want are directors whose pointsof view, experiences, thoughts and interests will become part of this."
Each assignment would require an estimated two or three days of shooting. Whether the testimonial is shot on tape or film, what it looks and feels like, and the relationship of the kids to the camera—these things would be in the hands of the director. The director is also responsible for editorial completion. Production costs can be recouped up to $20,000.
Steedman said she is "awed by the response" from the spot community. About 50 director reels were submitted prior to the Jan. 31 deadline. Among those interested in the project were DPs looking to build directors’ reels, and table-top directors hoping to expand their repertoires, as well as established directors, documentarians and comedy helmers. Currently the PDFA is reviewing candidates, and will select the first group of between eight and 10 directors this month.
Steedman hopes to make the project ongoing, and to bring together another group of directors in the fall, and so forth. She noted that if the first run is successful, it will make fund-raising efforts for a second round of production easier. "We’ve never done anything like it," she said. "But this is something that has inspired tremendous commitment and excitement. And it’ll reach a lot of kids and do a lot of good in drug prevention, which is extraordinary."
