At a time when the US surgeon general issued a rare advisory around mental health challenges affecting young people, this pro bono social impact “Show Up” campaign was launched by agency Duncan Channon for San Francisco CASA. The two spots in the package, including this PSA titled “How Not to Be A Hero,” were directed by Luis Peña via Revival Film.
SFCASA transforms the lives of abused and neglected children in foster care by matching them with one consistent, caring volunteer advocate who is trained to stand up for a child’s unique needs in court and in their communities.
SFCASA and Duncan Channon aim to inspire adults from diverse backgrounds to become Court Appointed Special Advocates and offer one-on-one support to foster children in need of a consistent champion. The creative is built to dispel a major barrier in recruiting volunteers: adults’ misperception that you need to be “a hero” or particularly gifted with children to be a transformative force in a foster child’s life. Both spots are shot from the perspective of real children as they move through their world–emphasizing that this role is about showing up for the foster child’s experience, not about heroic acts or skills. In addition to airing regionally in the San Francisco Bay Area, the creative will be available to CASA’s national organization and local chapters.
Credits
Client SFCASA Agency Duncan Channon Anne Elisco-Lemme, creative director, art director; Jessea Hankins, creative director, copywriter; Lea Mixon, copywriter; Katherine Dean, brand strategist; Rita Ribera Channon, executive producer. Production Company Revival Film Luis Peña, director/DP; Stephanie Farmer, exec producer; Scott Samuelson, line producer. Editorial Cut+Run Andrea Mendoza, editor; Bebe Baldwin, exec producer; Elizabeth Spiva, post producer; James Kracht, assistant editor. Color Company 3 Billy Landry, colorist; Ashley McKim, exec producer; Nadia Dabibi, producer. Post/VFX Jogger Brendan Crockett, lead Flame; Deanne Mehling, exec producer; Jordan Sharon, producer. Sound Design Handsome Sound Eben Carr, sound engineer. Music Walker Sara Matarazzo, sr. exec producer; Stephanie Pigott, exec producer. Casting All of Us Casting (on camera); Walker (English VO); AZ Los Angeles (Spanish VO)
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
