Our hope is that this Best Work You May Never See public service video will indeed get seen by many–because it can help save lives.
Recent statistics reveal that drug overdose deaths in the U.S. declined slightly in 2023, but the crisis is far from over. Illegally manufactured fentanyl, a potent synthetic opioid, is increasingly being found in counterfeit prescription pills and illicit drugs, putting many young people at risk.
The Ad Council in response has unveiled life-saving PSAs, including this one, instructing viewers on how to use naloxone–also known as Narcan and ReVive–which is available without a prescription and can reverse an opioid overdose. These PSAs, developed in collaboration with R/GA and supported by YouTube, are part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP). The new tutorials–directed by Damien Drake via production company Versus–provide young people with crucial, step-by-step guidance on how to administer naloxone nasal spray to someone experiencing an opioid overdose.
Credits
Clients The Ad Council, Office of National Drug Control Policy (ONDCP) Agency R/GA Tiffany Rolfe, global chairman and chief creative officer; Daniel Barak, global executive creative director; JJ Lim, group creative director; Rowan Mansfield, Corey Thorn, creative directors; Elizabeth Kenney, sr. designer; Sarah Phillips, group director, production; Jesse Brihn, VP, head of content production; Shakil Uddin, director, content production; Danielle Small, sr. content producer. Production Company Versus Damien Drake, director/DP; Rob Meyers, managing director/exec producer; Kathryn Henderson, head of production; Tom Colabraro, producer; Nikki Jackson, stylist, makeup & hair. Editorial Versus Brian Sanford, editor; Kevin Sypek, assistant editor; Rob Meyers, executive producer/post producer
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
