Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her–deeply enough to feel an inch of what it might be like to lose her–a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too close to home.
For a long time, Johns has followed and supported the work of Everytown.org, which brings together mayors, teachers, survivors, gun owners, students, and everyday Americans to make communities safer. Everytown.org makes it easy for anyone to join the 10 million and counting in a movement to end gun violence.
By texting ACT to 64433, people can join the Everytown movement, unite with Moms Demand Action, and get involved with voting for gun-sense candidates.
These candidates can support compelling new legislation, like The GoSafe Act, sponsored by Senator Martin Heinrich. This law regulates the sale, transfer, and manufacture of semi-automatic firearms while safeguarding Americans’ constitutional right to own a firearm for legitimate self-defense, hunting, and sporting purposes. Currently 2024 is on pace to exceed the record number of school shootings recorded in 2023. Eleven children and teens are shot and killed every day and another 48 are shot and wounded.
Every day, military-grade weapons and inadequate background checks threaten to steal our joy. If the unthinkable happens, it won’t be the big events that are missed, but the moments taken for granted, the ones sometimes slept through or rushed. This spec gun violence prevention PSA, titled “Last Morning,” captures some of those moments.
CreditsAll artists participating in this PSA donated their services and rights gratis in support of Everytown.org and their work to end gun violence in America. Production Natalie Johns, director, producer; Bill Kirstein, cinematogrpher; East Side Camera Rental. Editorial Sophia Lou, editor. Audio Cesar Haliwa, sound mix. Color Matt Turner, color grading. Graphic Design Nick Frew Music Abbey Hendrix, music supervisor. Soundtrack “Unchained Melody” by Norah Jones, licensed graciously by Nora Jones, Universal Music, obo Blue Note Records and Unchained Melody Publishing
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