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
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
