Seven lives are lost to home fires every day in the U.S.–more than all natural disasters combined. In an effort to change these statistics, the American Red Cross is launching “The Great Escape,” a PSA aimed at educating families on home fire safety.
This campaign from BBDO New York focuses on preparing families with two simple steps: Practicing a 2-minute fire drill, and testing smoke alarms monthly.
To bring this message to life, this spot–directed by Noam Murro of Biscuit Filmworks–features a surreal somewhat playful universe where toys have come alive and are practicing a timely evacuation from their dollhouse–a scene which we later realize is a figment of one child’s imagination.
Credits
Client American Red Cross Agency BBDO New York David Lubars, global chief creative officer; Roberto Danino, Anne Lac, Gary Du Toit, Lance Vining, SVPs, creative directors; Ryan Sheehy, Emma Wren, copywriters (social); Tamara Yakov, art director (social); Alex Gianni, SVP, group executive producer; Jason Guzman, associate producer; Julia Millison, music producer; Alexandra Britt, sr. strategic planner. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Andrew Travelstead, exec producer; Emily Skinner, producer; Sean Moody, head of production; Eric Schmidt, DP; Brock Houghton, production designer; Jennifer Berry, production supervisor. Editorial Rock Paper Scissors East Paul Hardcastle, editor; Eve Kornblum, managing director; Lisa Barnable, producer; Tim Mika, assistant editor; Barbara Kontarovich, Flame producer; Edward Reina, Flame artist. Color Primary Daniel DeVue, colorist; Thatcher Peterson, exec producer; Jenny Bright, producer. Audio Post Heard City Tom Morris, mixer; Andi Lewis, producer; Sasha Awn, Jackie James, exec producers; Gloria Pitagorsky, managing director. Music Human John Christopher Barnes, composer; Morgan Visconti, creative lead; James Dean Wells, exec producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
