Nicolai Fuglsig of MJZ directed this moving PSA for Deutsch New York which takes us to a shelter where people gather in the aftermath of a disaster. As we move through the shelter, we eavesdrop on conversations, including one in which parents have been separated from their child. Another fully intact family listens, grateful to be together even if it’s in an emergency shelter.
A voiceover reminds us to devise a plan so we can find family members after an emergency.
Client Ad Council/FEMA Agency Deutsch New York Kerry Keenan, chief creative officer; Matt McKay, executive creative director; Nick Partyka, Jeff Vinick, Matt Moyer, copywriters; Dan Read, associate creative director/art director; JC Pagan, designer; Joe Calabrese, director of integrated production; Crissy Cicco, executive producer; Jeremy Gelade, director of integrated workflow. Production MJZ Nicolai Fuglsig, director; Greig Fraser, DP; Emma Wilcockson, exec producer; Betsy Oliver, producer. Editorial Cosmo Street Stephane Dumonceau, editor; Joshua Berger, assistant editor; Maura Woodward, exec producer; Heather Richardson, producer. Post Company 3 Tom Poole, sr. colorist; Dana Bloder, producer. Post Method Studios Jared Pollack, online editor; Christos Montzouros, producer; Cara Buckley, exec producer. Sound Design stimmung Gus Koven, sound designer; Ceinwyn Clark, exec producer. Audio Post Heard City Philip Loeb, Evan Mangiamele, engineers; Gloria Pitagorsky, exec producer; Katie Flynn, assistant 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.
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