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    Goodby Silverstein & Partners, Director Ruell, AMAZE Take The Awkward Out Of Sex Education, Help Parents Find “Time To Talk” With Their Kids

    By SHOOTUpdated:No Comments2368 Views

    AMAZE, the sex-ed YouTube series with more than 35 million views and 100 animated videos, is launching a commercial campaign to encourage parents to use this time at home to communicate with their kids about sexual health and development

    AMAZE partnered with Sanctuary Content film director Aaron Ruell and ad agency Goodby Silverstein & Partners on “Time to Talk,” an initiative urging parents to be the go-to for their kids’ questions. 

    “During this pandemic, parents have a lot of extra time to spend with their kids,” said David Spradlin, art director, Goodby Silverstein & Partners. “Hopefully, this will inspire some good conversations.”

    The spots, including this one titled “Boner,” humorously remind parents that little kids have big questions. 

    AMAZE.org’s free parent resources are aimed at helping parents create an ongoing dialogue about everything from babies to bodies to gender to consent to relationships with fun animated characters kids can relate to.   

    “The message of the campaign couldn’t be more clear–talk with your kids or the internet will.”, said Preston Lee, executive producer/partner of Sanctuary. “I was literally so inspired by the script that I used a moment during a recent drive to have one of these chats. Yeah, it’s awkward, but it’s also important.”

     To help parents get started and talk with their children about the porn they will inevitably watch, AMAZE partnered with Melissa Pintor Carnagey of Sex Positive Families to develop the #AskableParent Guide to Porn. The resource features a set of videos providing context to online pornography, conversation starters, as well as AMAZE videos on porn that parents can watch with their children to spark discussion.  

    The guide joins AMAZE.org’s ongoing free sexual health resources in response to COVID-19, including a video on social distancing and mental health for young people, and AMAZE.org’s #AskableParent Challenge, a 6-day newsletter program that parents of 4-18 year-olds can begin at any time to help answer kids’ questions while learning is happening at home. 

    AMAZE is a collaboration between Advocates for Youth, Answer, and Youth Tech Health working to create an engaging, age-appropriate, online sex education resource for young people across the globe. With over 35 million views, AMAZE has published over 100 animated videos covering puberty, consent, sexual orientation, healthy relationships, and more.  

    Credits

    Client AMAZE Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Danny Gonzalez, David Suarez, executive creative directors; David Spradlin, art director; Craig Shervin, copywriter. Production Sanctuary, Los Angeles Aaron Ruell, director; Damian Acevedo, DP; Preston Lee, owner/exec producer; Kristen Bedard Johnson, exec producer. Editorial Arcade Edit, New York Kim Bica, editor; Josh Nowlan, assistant editor; Sila Soyer, exec producer; Fanny Cruz, producer. VFX The Mill NY Andrew Sommerville, director of production; Abigail Klimaszewska, head of production; Anne Trotman, finish lead; Julia Paskert, finish production supervisor; Fergus McCall, colorist; Andrew Ceen, David Franzo, color assist; Megan Rumph, color producer; Lucy Gatanis, color production coordinator; Rochelle Brown, color exec producer. Sound Design/Mix One Thousand Birds Torin Geller, Hayley Livingston, sound design; Alex Berner-Coe, producer; Kira MacKnight, exec producer. Music Human James Dean Wells, exec producer. “Cilantro” composed by James Leibow

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:Aaron RuellSanctuary



    Top Spot of the Week: Klick Health Delivers AI and Real-Life Hugs This Holiday Season

    Tuesday, December 24, 2024

    When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick. The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs. “I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years. Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system. “There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More

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