This black-and-white :30 opens on a little girl standing in an urban playground; in the background other kids are running and playing hopscotch. A female voiceover talks at the girl as the camera moves in on her.
"Child, why are you sick?" asks the voiceover. "We have created great institutions for you: the HMO, the PPO, managed-care networks, supplemental expanded coverage. You are lucky to be born in America, child. Why are you sick?"
We get a better look at the youngster, who is unresponsive to the voiceover. Clearly, she is sick. She sniffles and wipes her nose; her eyes look fevered.
The spot cuts to a supered message against a black background: "11 MILLION CHILDREN IN AMERICA HAVE NO HEALTH INSURANCE."
That super is replaced by another: "Children’s Defense Fund." Beneath it appears the organization’s slogan "Leave No Child Behind." It is accompanied by a Web site address (www.childrensdefense.org).
"Sick" was one of three Children’s Defense Fund PSAs directed by John O’Hagan of bicoastal/international hungry man for Fallon Minneapolis. The agency team consisted of creative director/copywriter Bob Moore, art director Dave Damman and producer Joe Grundhoefer.
Hungry man’s Steve Orent and Dan Duffy served as executive producers for the campaign, including "Sick." Line producer was Ken Licata. Marcella Steingart assistant directed. The DP was Ellen Kuras.
The campaign was edited by Erik Carlson of Minneapolis-based Assembly Line, Fallon’s in-house editorial shop. Online editor was Scott Skaja of Fischer Edit, Minneapolis. Oscar Oboza and Andrew Carranza of Hi-Wire, Minneapolis, served as senior colorist and assistant colorist, respectively.
Oboza related the visual goal of the campaign: "Art director Dave Damman brought in an issue of American Photo and showed me a photo taken by Phil Borges in order to describe the look he was interesting in achieving," said Obozo. "We wanted to create a cold, bleak look—one that would complement the chilling subject matter."
Audio mixer on the campaign was Carl White of Echo Boys, Minneapolis. Larry Pecorella of Chameleon Music, Chicago, composed the music for "Sick."—Millie Takaki
