It’s true – often there is no such thing as a quick fix. This week, in partnership with the Los Angeles Mission, 180 Los Angeles (180LA) launched the campaign “Quick Fix,” to raise awareness around the misconceptions of homelessness.nnThe anchor of the campaign is a television spot based around a take off of a reality makeover show, where the hosts find a homeless man from the Los Angeles streets and create a “new and improved” version of the person with some quick grooming and new clothes.nnAfter the mock makeover, the man is delivered back to the streets – still finding himself in the same position as where he started, homeless and struggling. The reality show format is topical and parallels the disconnect between the reality and perception of homelessness.nn”The homeless are real people with real problems who need legitimate care. Not just a cosmetic makeover,” says 180LA Creative Director, Gavin Lester.nn
nnThe point drilled home really is – there is no quick fix to homelessness. The campaign was inspired by the true story of the man with the “Golden Voice,” Ted Williams. The once homeless Williams, turned overnight Internet sensation, was discovered on the streets for his amazing voice.nnAfter his web video went viral, Williams received a hefty makeover and multiple job opportunities but still struggled with his long battled – and much publicized – addictions. Thrust into the spotlight with no support, he quickly relapsed. Now with proper care, support and a commitment to a healthier way of life, Williams says he is on the mend.nn75 years of helping and healingnThis campaign coincides with the celebration of the Los Angeles Mission’s 75th year as a provider of hope, help and opportunities to men, women and children in need in Los Angeles and the Skid Row area. The Los Angeles Mission strives to be a world leader among missions that provide for the poor, restore the addicted and eliminate homelessness by supporting self-sustaining futures.nn”The Los Angeles Mission believes that ‘The Quick Fix with Gwen and Maxi’ is a fun way to focus on a very serious problem; homelessness,” said Herb Smith, president of the Los Angeles Mission. “The Mission’s 75 year experience is that there is no easy way to restore a life devastated by homelessness – no quick fix. The men and women who have graduated from our program have worked long and hard to achieve that success – and we stand ready to help anyone who needs it. We thank the actors, producers, directors, camera crews, editors and the team at 180LA who made this very engaging PSA.”nnCampaign “Quick Fix” aims to support the Los Angeles Mission’s goal to end homelessness by increasing awareness and educating people of the Mission’s work, ultimately encouraging people to donate via the Mission website. The 30-second spot will start to air this week on television stations ABC, NBC, CBS & KCAL, CW, KTTV & KCOP-TV, and cable TV station Adlink, who have donated the time. In addition radio stations like KDAY-FM, KOST-FM, and KROQ-FM have donated airtime as well. A dedicated site and social media will further support the campaign. This is the first of several efforts from 180LA in support of the LA Mission.nnAbout the Los Angeles MissionnFor 75 years, the Los Angeles Mission has served the people of Skid Row, providing emergency services such as shelter, food, clothing, as well as professional medical and dental services. In addition, the Los Angeles Mission also offers long-term residential rehabilitation programs including education, job training/placement, transitional housing and counseling.nnAbout 180n180 is an international creative agency with offices in Amsterdam and Los Angeles. A part of Omnicom Group Inc. (NYSE: OMC), 180 employs 200+ people from over 30 countries. 180’s client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, Mitsubishi Motors North America, HBO, Eli Lilly, Sauza Tequila, DHL and Omega Watches. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design and advertising. For more information, visit www.180LA.com , www.facebook.com/180la or follow us on twitter @180LA.nnComplete list of stations who donated airtime: (TV) KTLA-TV, KABC-TV, KNBC, KTTV & KCOP-TV, KCBS-TV & KCAL-TV and cable TV station Adlink; (radio) KPWR-FM, KLOS-FM, KBUE/KHJK/KWIZ-FM, KXOL-FM, KAMP-FM, KTWV-FM, KDAY-FM, KFI-AM, KLAC-AM, KTLK-AM, KOST-FM, KBIG-FM, KHHT-FM, KYSR-FM, KRLA-AM, KCBS-FM, KXOS-FM and KROQ-FM.Michelle McSorley 180LA 310.463.8286 Contact Michelle via email
Contact:Stephen Ruppe LA Mission 949.584.9086 Contact Stephen via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More