Developed as part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP) and created pro bono by agency StrawberryFrog, this public service campaign underscores the vital role young people can play in reversing opioid overdoses by carrying naloxone (often branded as Narcan or ReVive).
Directed by Haya Waseem via production company Object & Animal, this “It’s Gotta Be You” PSA shows how a girl answers the call to help save another young person.
Raising awareness of opioid overdose reversal medications like naloxone is a critical way to empower young adults to save lives, as the presence of fentanyl in illicit drugs and in counterfeit pills continues to put countless lives at risk nationwide. Naloxone is available without a prescription in all 50 states and territories and can reverse an opioid overdose.
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Credits
Client Ad Council & ONDCP (Office of National Drug Control Policy) Agency Strawberry Frog Scott Goodson, CEO; Nick Sonderup, chief creative officer; Anthony Falvo, copywriter; Rachel McEuen, art director; Peter Ostella, producer; Ali Demos, group strategy director. Production Object & Animal Haya Waseem, director; Miranda Kahn, producer; Justin Benoliel, exec producer; Chris Lew, DP; Madison Hatch, production designer; Annalise Lockhart, A.D.; Savannah White, stylist. Editorial Cartel Sophia Lou, editor; Alex Doyle, cutting assistant; Viet-An Nguyen, exec producer; K.C. Van Elslander, sr. producer. Finishing Transformer Kenzi Parker, Flame lead; Ted Stanley, jr. Flame artist; Viet-An Nguyen, exec producer; Emily Stave, sr. producer. Audio Forager Bobb Barrito, mix & sound design; Julianne Augustine, producer. Color Light Iron Elodie Ichter, colorist; Dean Mozian, color producer.
Helping to mark International Human Rights Day (12/10), Amnesty International has once again joined forces with ad agency Cossette to launch its annual “Write for Rights” campaign—an initiative that proves writing really can set people free.
Every year, thousands of people around the world take part in this global movement by writing letters of solidarity to individuals unjustly imprisoned and denied their most basic rights. The results speak for themselves: over 75% of cases supported by the organization result in a release.
This year’s campaign in it 25th edition puts a spotlight on that real-world impact. Cossette and Amnesty are sharing the powerful stories of people who regained their freedom thanks to past letter-writing efforts. Using striking visuals, the campaign recreates the emotional moments of their release through portraits illustrated entirely with typewriter characters. Each image, crafted by U.K.-based artist James Cook, is infused with authentic excerpts from the very letters that helped change their fate.
“James’s work immediately spoke to us. The idea of reconstructing these real moments of liberation using the very words that made them possible beautifully captures the emotional force of writing,” said Philippe Leblanc, art director at Cossette.
The campaign began running across Quebec in late November and will continue to mid-January, with placements in local out-of-home, print, and radio media. This film captures the essence and spirit of the campaign.
