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The Best Work You May Never See: Zulu Alpha Kilo Creates "Motherhood" PSA For MADD and Uber Canada

By

Robert Goldrich
Monday, Dec. 4, 2017

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More than a third of road fatalities in Canada involve alcohol impairment. Crashes involving alcohol and/or drugs are the leading criminal cause of death in Canada, with an average of four Canadians killed in crashes involving alcohol and/or drugs every day.
 
With this in mind, Uber Canada in partnership with MADD Canada are launching a joint fundraising and awareness campaign to remind Canadians of the dangers and consequences of impaired driving.
 
The partnership campaign kicks off with the unveiling of this PSA directed by Adam Azimov of Skin and Bones Film Company for agency Zulu Alpha Kilo. With its overarching message—No mom should have motherhood taken away—this new PSA encourages viewers to consider how their decisions have a lasting impact on those closest to them. The spot follows a mother who’s lost her son to impaired driving. We travel through some of her most precious memories as she says goodbye to each special moment with her son. MADD Canada reminds viewers to make a responsible choice. 
 
The PSA is partnered with an Uber-led fundraising initiative. Uber Canada in partnership with MADD Canada is encouraging Uber riders to thank the drivers who dedicated their time to getting them home safely. Together, the organizations have set the goal to raise up to $100,000 before the end of the year.
 
The PSA will air on national television throughout the holiday season. It’s being supported by a launch event celebrating drivers who spend their nights providing a safe ride home and will be promoted through direct communications to riders and drivers, in the Uber app, and on social media by Uber and MADD Canada.

Credits

Client Uber Canada/MADD Canada Agency Zulu Alpha Kilo, Toronto Zak Mroueh, creative director; Charline Fauche-Simon, art director; Angeline Parsons, writer; Revital Grunberg, Cherie O’Connor, Raquel Rose, producers; Jennifer Breton, Heather Segal, strategic planners. Production Skin and Bones Film Company, Toronto Adam Azimov, director; Tasha Litt, exec producer; Luke Bryant, line producer; Daniel Grant, DP. Casting Jigsaw Casting Shasta Lutz, casting director. Editorial Mitch Finn, editor. Postproduction Redlab Andy Hunter, compositor/online; Jason Zukowski, colorist. Audio Vapor RMW Brendan Quinn, Joey Serlin, audio directors; Danielle Lindy, music supervision; Kat Stewart, producer; Julian Rudd, engineer.

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