Building a Better PSA
During our discussions with clients, we learned that the bulk of ONE's constituency was women with kids. Tailoring the message to that audience led to this simple but powerful idea. The PSA garnered an unprecedented 10% response rate due to our decision to narrowcast the message.
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Executive Creative Director / Art Director / Writer / Strategist
Living Proof
ONE wanted to educate the public on the positive results of their initiatives. They agreed that by avoiding the usual parade of celebrities we could find a more meaningful approach. To counter the arguments of the naysayers and cynics the idea was to use their own words. And to heighten the ugliness of those words, we had the least cynical people in the world deliver them. According to Nielsen, the PSA aired over 2,000 times in the first month placing it in the top 9% of PSAs during that period.
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Executive Creative Director / Art Director / Writer / Strategist