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    Doner Shows That “Drowning Doesn’t Look Like Drowning”

    By SHOOTUpdated:No Comments2071 Views

    Eighty-eight percent of child drownings occur with at least one adult present, and 50 percent of children drown within 25 yards of a parent or other adult. Why? Because drowning doesn’t actually look like drowning. It is fast, silent and can happen in as little as 30 seconds.

    Child drownings carry a negative stigma, because many think that only “bad parents” lose a child to drowning, but this tragedy is the leading cause of death in 1-4 year-olds, and although there’s been an 11.5% increase in drownings nationally since 2021, it’s completely preventable.

    The National Drowning Prevention Alliance (NDPA) and creative partner Doner have joined forces to create a national PSA to raise awareness of drowning and educate caregivers and parents about drowning prevention.

    This “Drowning Doesn’t Look Like Drowning” PSA depicts similar summer days by the pool, both quiet and calm. But each video ultimately reveals that drowning doesn’t really look like drowning, with no splashing, waving or yelling to indicate that something is wrong.

    Viewers are directed to DrowningDoesntLookLikeDrowning.com, which shares key facts about drowning and urges use of the NDPA’s five layers of drowning protection.

    Detroit-based agency Doner donated its time and creativity to bring the important campaign to life. 

    “As an agency where many of our employees have young children, we were shocked by the statistics around child drownings and felt compelled to use our creativity to inspire this conversation and promote safety training. Child drowning is a preventable problem, yet an increasing one. And education needs to be done around drowning prevention because so often it happens while parents are close and unaware. Our mission with this PSA is to reach millions of parents with the hope of saving lives this summer,” said Colin Jeffery, chief creative officer, Doner

    The public service campaign and website now live ahead of World Drowning Prevention Day on July 25.

    Credits

    Client National Drowning Prevention Alliance Agency Doner Detroit Colin Jeffery, chief creative officer; Justin Bilicki, executive creative director; Jeff Beck, group creative director; Kris Kaczor, DP & editor; Jennie Hochthanner, SVP, integrated producer. Color Lez Rudge, colorist. Sound Design Sami Jano, sound designer; Dan Verlinde, audio engineer/mixer. Postproduction Scott Bakkila, finishing editor

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:Doner



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

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