The goals behind the “Answer Their Call” campaign–created by Droga5 NY for the Reform Alliance–are to generate empathy toward the 2.3 million people who are incarcerated and make the public aware that COVID-19 is threatening to turn a prison sentence into a death sentence for the entire prison population. The Reform Alliance is also encouraging viewers to add their names to a petition urging public officials to take action.
A key component of the campaign is this emotional film titled “When It’s All Over.” The PSA plays on a truth we all share; that as a society we are all dreaming of the simple things, small and big, that we look forward to doing as soon as life gets back to normal after the pandemic–however in this film the stakes are higher as the dreams are those of people behind bars, who may not realize them, due to the threat to their lives that the virus carries. The film is also built from the real phone calls as inmates share their dreams and fears. The feelings and sentiments in these calls are featured throughout the campaign.
Credits
Client Reform Alliance Van Jones, CEO; Bob Pilon, president & chief growth officer; Meagan Bond, sr. director, creative campaigns; Louis Reed, consultant. Agency Droga5 NY David Droga, creative chairman; Neil Heymann, global chief creative officer; Tim Gordon, Felix Richter, co-chief creative officers; Toby Treyer-Evans, Laurie Howell, group creative directors; Stacy-Ann Ellis, copywriter; Oscar Gierup, art director; Ant Tull, sr. copywriter; Kamal Collins, sr. art director; Mike Gaynor, designer; Craig Wong, group experience design director; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Isabella Lebovitz, sr. producer, film; Kenya Agunloye, associate producer, film; Mike Ladman, music supervisor; Tasha Cronin, director of interactive production; Colin Neff, producer, interactive; Lauren Williams, associate producer, interactive; Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy; Gabriela Avila, strategy director. Editorial Second Child Scott Chinn, managing director; Sara Mills, sr. producer; Nina Sacharow, editor; Andrew Davenport, assistant editor. Color Grade Company 3 Sofie Borup, colorist; Alex Lubrano, producer. Conform/Finishing Significant Others Sarah Roebuk, exec producer; Kyra Hendricks, producer. Audio Wave Studios Aaron Reynolds, audio engineer; Vicky Ferraro, exec producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
