End Family Fire, a joint effort from Brady and the Ad Council, aims to encourage safe gun storage by putting a name to the preventable tragedies that occur when guns are misused. “Family fire,” a term developed for the campaign, refers to a shooting involving an improperly stored or misused gun found in the home that results in death or injury. Incidents include suicides, unintentional shootings, and other gun-related tragedies.
The public service campaign aims to bring awareness to the issue of family fire, give gun owners a role in gun violence prevention, and encourage a national dialogue around safe storage practices—-all of which can help prevent tragedy.
A key component in the pro bono campaign from ad agency McKinney is this PSA which immerses the viewer in the first-person perspective of a video game to highlight the fact that “with gun suicide, there is no extra life.” The :30 was directed by Chris Jones of Zoic Studios.
“We found a huge audience of gun owners out there doing nearly everything right—but also keeping at least one loaded gun at hand, thereby leaving their family vulnerable to the unique agony of gun suicide,” said CJ Franzitta, group strategy director, McKinney. “By ensuring every firearm is properly secured, they can protect against that outcome.”
CreditsClient Ad Council, Brady Agency McKinney, Durham, NC, NY, Los Angeles Jonathan Cude, chief creative officer; Alex Shulhafer, Jenny Nicholson, group creative directors; Jade Song, art director; Chase Condrone, copywriter; CJ Franzitta, group strategy director; Brian LoPiccolo, director, data strategy; Brianna Calderon-Roman, data strategist; Naomi Newman, executive broadcast producer; Taylor Osborne, associate broadcast producer; Kara O’Halloran, integrated producer; Maggie Baker, digital producer; Will Knowles, developer; Alec Kunkel, digital generalist. Production Zoic Studios Chris Jones, director; Julien Brami, creative director; Jason Cohon, exec producer; Sabrina Harrison, sr. producer; Ivan Barahona, associate producer; Christina Murguia, CG supervisor; Andrew Bardusk, compositing supervisor; Dave Funston, lead animator; Delano Athias, previs; Laura Cosner, layout artist; Shamus McGlyn, Renato Eiras, model/texture; Bill Spradlin, sr. lighter; Pascal Polic, Peter Scott, lighters. Audio Trailblazer Studios Willie Elias, CAS, sr. engineer, sound designer-director of audio post. Photography Antonio De Lucci Studio Antonio De Lucci, photographer
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