The Ad Council and the Department of Veterans Affairs have launched “Don’t Wait. Reach Out,” a national campaign encouraging struggling combat veterans to seek support before their challenges become overwhelming.
Created by TBWAChiatDay New York, “Don’t Wait. Reach Out” was informed by extensive research with veterans. And depicting a diverse range of veterans, all actors are portrayed by real vets and through casting nearly every branch of service is represented.
This centerpiece PSA, “Boil,” was directed by Jovan Todorovic of Anonymous Content.
Credits
Client Ad Council/Department of Veterans Affairs Agency TBWAChiatDay New York Chris Beresford-Hill, chief creative officer; Ricard Valero, executive creative director; Lauren Byers, art director; Wes Rhodes, associate copywriter; John Doris, head of production; Chris Klein, executive producer; Jessica Fiore, sr. integrated producer; Jennifer Kung, strategy director; Kate Fallon, strategist; James Sowden, chief strategy officer. Production Anonymous Content Jovan Todorovic, director; Eric Stern, managing director; SueEllen Clair, exec producer; Kerry Haynie, head of production; Laura Miller, producer. Editorial Uppercut Milenz Z. Petrovic, editor; Lisa Houck, managing director; Nicholas Markus, producer; Devin Steven, assistant editor. Grading The Mill Mikey Rossiter, colorist; Claudia Gaspar, producer
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
