Every four minutes, someone on parole and probation is put behind bars for a technical violation–things that most of us do often and without a second thought, like crossing state lines or going out past 9pm.
It is this unjust and senseless system, which affects 4.5 million Americans, that inspired Meek Mill, Jay-Z, Michael Rubin and others to create the REFORM Alliance. The foundation’s mission is simple: to dramatically reduce the number of people who are unjustly kept under the control of the criminal justice system–starting with probation and parole.
To draw attention to the inhumanity of the system and to give everyone a fair shot at redemption, REFORM Alliance and Droga5 have created a new brand platform for REFORM Alliance called “Give Life Back.” This platform sets out to change hearts and minds around the issue by eliciting compassion with those affected by the system and showing how technical violations rob weeks, months and even years from people’s lives, keeping them stuck inside the system. And, tragically, these violations don’t only affect parolees, but their loved ones and communities as well, which is why “Give Life Back” is all-encompassing to everyone in this country that is touched by this system.
To launch this new brand platform, Droga5 created this anthem film that opens with a disclaimer warning viewers that what we’re about to see is “technically illegal.” We then feature people on parole/probation doing things that don’t seemingly look illegal at all—in fact, they’re doing everyday things that any of us should have the right to do.
Directed by Malik Hassan Sayeed of production house Little Minx, the emotional film shows how unjust it is to demand that those who’ve done their time (and those who were put on parole/probation without ever having gone to prison) must live life as if they’re still behind bars. Alongside the film titled “Technically Illegal,” Droga5 also developed an Instagram AR filter that exposes to the heart breaking choices millions of Americans on parole and probation face every day.
“Give Life Back” is a powerful rallying cry to raise awareness, change the system and bring focus to what we’re really fighting for: the chance for millions of families and communities to reunite and for a second chance to feel like one.
CreditsClient REFORM Alliance Agency Droga5 New York Tim Gordon, Felix Richter, co-chief creative officers; Alyssa Georg, Elena Knox, creative directors; Michael Kleinman, associate creative director; Clement Tull, sr. copywriter; Kamal Collins, sr. art director; Sara Muchnick, Emily Chang, copywriters; Stefan Folio, art director; Mark Yoon, group design director; Olivia Piazza, designer; Jung Eun Han, motion designer; Craig Wong, group UX director; Jesse Brihn, director, film production; Samar Zaman, Isabella Lebovitz, sr. producers, film; Mike Ladman, sr. music supervisor; Sarah Tembeckjian, music supervisor. Justin Durazzo, director of innovation; Lauren Williams, associate producer, interactive; Aaron Malys, producer, interactive; Ben Brown, group strategy director; Rik Mistry, Gabriela Avila, strategy directors; Mykala Daniel, strategist; Samantha Deevy, group communications strategy director; Paulina Liang, sr. communications strategist; Molly Klein, communications strategist. Production Little Minx Malik Hassan Sayeed, director; Rhea Scott, Helen Hollien, exec producers; Erin Wile, producer. Editorial Rock Paper Scissors Carlos Arias, editor; Eve Kornblum, managing director; Ashley Tantillo, assistant editor; Shayna Rubin, producer. Postproduction/VFX Rock Paper Scissors Barbara Kontarovich, VFX producer; Edward Reina, VFX artist; Val Balayants, animator. Color Company 3 Tom Poole, colorist. Music Label Interscope/Universal Jacob Banks, artist, writer; Spencer Steward, writer. Song “The Devil That I Know”--UK Demo. Sound Design Q Department, New York Audio Mix Q Department, New York Interactive Production Second Child Dennis Roberts, AR developer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More