The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”–directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures–spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
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Credits
Clients U.S. Department of Health and Human Services’ Administration for Children and Families; AdoptUSKids Public Service Organization Ad Council Michelle Hillman, chief campaign development officer; Dzu Bui, SVP, group campaign director; Mary Zost, VP, campaign director; Andrew Scibilia, campaign manager; Lauren Kim, assistant campaign manager. Agency Edelman Isidoro Debellis, Manas Abrol, Mara Evans, executive creative directors; Mary Soroka, creative director; Allyson Paisley, group creative director; Cindy Chapman, group executive producer; Natasha Correa, sr. producer. Production Greenpoint Pictures The Hudson Dusters (Michael Kuhn, Niles Roth), directors; Sammy Monrow, 1st AD; Nate Hurtsellers, DP; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg Ramia, exec producer; Karen Berkowitz, head of production; Luke Stevens, line producer. Editorial Greenpoint Pictures Joe Walker, editor; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg Ramia, exec producer; Lexy Leeds, producer. Audio Alt Mix Studio Cory Melious, sound engineer. Color Harbor Picture Company Damien Vandercruyssen, colorist; Brad Martin, producer.
International healthcare company Bupa has launched “Health Stories,” a global campaign aimed at breaking down the barriers that prevent people from talking about their health.
The reluctance of people to open up about health is a global issue across countries, cultures and socio-demographic groups. But speaking up about health concerns can help people access medical and emotional support earlier, reduce feelings of stress and isolation, and can lead to improved outcomes.
Developed in partnership with creative agency Redwood@AMV, the campaign invited six people on their own unique health journeys to share the moment they first opened up about their condition.
The campaign offers intimate insights into life-affirming stories of personal courage, resilience and triumph, exploring how talking about physical and mental health can have transformative long-term positive effects. These include navigating chronic conditions like Crohn’s disease and endometriosis, living with ADHD or limb difference, and surviving cancer--alongside a powerful account from Black Ferns international rugby player Ruby Tui on mental health.
The launch comes as new research from Bupa reveals that 82% of people believe that talking about health experiences can support physical and mental health. Despite this, nearly one in two people (49%) say they have avoided addressing a health concern. Of those, over a third (39%) did so because they didn’t think it was serious, or were unsure if they needed a healthcare professional, and a quarter (24%) due to embarrassment or stigma.
Shot by documentary filmmaker Dorothy Allen-Pickard, the aim of the films--including this two-minute piece--is to drive awareness and spark new conversations about health around the... Read More
