Tuskegee is the one-word answer some people give as to why they’re avoiding COVID-19 vaccines. The Tuskegee explanation is in reference to the U.S. Public Health Service Syphilis Study that was conducted in Tuskegee, Alabama, from 1932-’72 by the U.S. government. During the study, more than 600 Black men were made to believe that they were receiving free medical care–when they, in fact, were not receiving treatment. More than a hundred men died from syphilis or its complications by the end of the study. The Tuskegee Study continues to have an important impact on perceptions and trust to this day.
In this public service campaign from The Ad Council, descendants of victims of this horrific experimentation talk about their families and the COVID vaccine.
This spot features Omar Neal, 63, a former mayor of Tuskegee, who said he was hesitant at first about the COVID shots. Neal is a nephew of Freddie Lee Tyson, a family man who was among several hundred Black men who decades ago became involved without their consent in the federally backed syphilis study. Neal said he agreed to appear in the national campaign–done by The Ad Council in conjunction with the Voices For Our Fathers Legacy Foundation and Black Coalition Against COVID-19–after doing research to gain confidence in the vaccines. He participated in the public service ad in order to help save lives. He doesn’t want people to use Tuskegee as a reason for not getting vaccinated.
The PSAs as well as a short film were written and directed by Deborah Riley Draper of Coffee Bluff Pictures for agency JOY Collective.
Credits
Client The Ad Council Lisa Sherman, president & CEO; Paula Veale, chief marketing & communications officer; Michelle Hillman, chief campaign development officer; Nicholas Sugai, VP, group campaign director; Sherry Thompson, COVID vaccine campaign coalition consultant; Brandi Piper, marketing director, COVID vaccine campaign; Ben Dorf, VP, marketing & communications; Leah Fagen, managing, marketing & communications. Client Voices For Our Fathers Legacy Foundation, Black Coalition Against COVID-19 Agency JOY Collective Kelly Lawson Richardson, founder & CEO; Orlena Nwokah Blanchard, president & COO; Melanie Moore, creative director; Nikki Jennings, production manager. Production Company Coffee Bluff Pictures Deborah Riley Draper, writer/director, founder/CEO; Lacy Barnes, COO; Michael Draper, exec producer; Lacy Barnes, Jennifer Galvin, producers; Minnie Yang, production coordinator; Tandi Reddick, assistant production coordinator; Jonathan Hall, Juan Mosqueda, DPs. Audio Paul Katzman, Richard Adams, Paul Schmitz, sound mixers. Editorial Nathan Bowhall, Jim Bowhall, editors; Sandra Christie, ACE, consulting editor. Postproduction Magick Lantern John Petersen, colorist. Post Sound Services Bare Knuckles Creative Anthony Nolan, dialogue editor, sound design & re-recording mixer. Stills and Stock Footage courtesy of Ambria Walker, Amy Pack, Betty Neal Crutcher, Carmen J. Head Thornton, Dr. David Hodge, Dr. Kimberly Carr, Dr. Reed Tuckson, Ebony Magazine Archives, Elise Marie Tolbert, Footage Farm, iStockPhoto.com, Leo Ware, Library of Congress, Lillie J. Head, Kevin Hughes, Mayor Omar Neal, National Archives and Records Administration, The New York Times, Omari Neal, Pond5, Rev. Roosevelt Baums, Sean C. Walters, Shutterstock.com, Washington Inquirer
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
