Our hope is that this Best Work You May Never See public service video will indeed get seen by many–because it can help save lives.
Recent statistics reveal that drug overdose deaths in the U.S. declined slightly in 2023, but the crisis is far from over. Illegally manufactured fentanyl, a potent synthetic opioid, is increasingly being found in counterfeit prescription pills and illicit drugs, putting many young people at risk.
The Ad Council in response has unveiled life-saving PSAs, including this one, instructing viewers on how to use naloxone–also known as Narcan and ReVive–which is available without a prescription and can reverse an opioid overdose. These PSAs, developed in collaboration with R/GA and supported by YouTube, are part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP). The new tutorials–directed by Damien Drake via production company Versus–provide young people with crucial, step-by-step guidance on how to administer naloxone nasal spray to someone experiencing an opioid overdose.
CreditsClients The Ad Council, Office of National Drug Control Policy (ONDCP) Agency R/GA Tiffany Rolfe, global chairman and chief creative officer; Daniel Barak, global executive creative director; JJ Lim, group creative director; Rowan Mansfield, Corey Thorn, creative directors; Elizabeth Kenney, sr. designer; Sarah Phillips, group director, production; Jesse Brihn, VP, head of content production; Shakil Uddin, director, content production; Danielle Small, sr. content producer. Production Company Versus Damien Drake, director/DP; Rob Meyers, managing director/exec producer; Kathryn Henderson, head of production; Tom Colabraro, producer; Nikki Jackson, stylist, makeup & hair. Editorial Versus Brian Sanford, editor; Kevin Sypek, assistant editor; Rob Meyers, executive producer/post producer
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More