Deutsch, New Yorkteamed up with The Ad Council to create a PSA campaign for FEMA, in time for National Preparedness Month, reminding families to have a plan in the event of a disaster.
Since, according to FEMA, 50 percent of families have not discussed an emergency plan in the event of a disaster, the organization wanted to stress what a difference having a plan can make when such an event occurs. So the broadcast and digital PSA at the center of the campaign (released in both 30-second and 60-second formats) attempts to illustrate this through a harsh depiction of two families dealing with a disaster. One of the families, who presumably designated the shelter as a meeting place, huddle together, visibly shaken up but glad to have each other. They overhear another couple, who stress out over their missing child, powerless to do anything to locate him. It’s tough to watch, but that’s intentional, as it drives home the point that you don’t want to be the second family should anything go wrong. The spot ends by directing viewers to Ready.gov and www.Listo.gov where they can find resources for developing their own emergency plan. The campaign also includes radio and print components.
Credits:
TV: “Waiting,”:60 & :30
Radio: “Double Exposure,”:60 & :30
Break Date: September 2014
Deutsch New York:
Chief Creative Officer: Kerry Keenan
Executive Creative Director: Matt McKay
Copywriter: Nick Partyka, Jeff Vinick, Matt Moyer
ACD, Art Director: Dan Read
Designer: JC Pagan
Director of Integrated Production: Joe Calabrese
Executive Producer: Crissy Cicco
Director of Integrated Workflow: Jeremy Gelade
Production Company: MJZ
Director: Nicolai Fuglsig
Director of Photography: Greig Fraser
Executive Producer: Emma Wilcockson
Producer: Betsy Oliver
Editorial: Cosmo Street
Editor: Stephane Dumonceau
Assistant Editor: Joshua Berger
Executive Producer: Maura Woodward
Producer: Heather Richardson
Post Facility:
Color Transfer: Company 3
Senior Colorist: Tom Poole
Producer: Dana Bloder
Conform: Method Studios
Online Editor: Jared Pollack
Producer: Christos Montzouros
Exec Producer: Cara Buckley
Sound Design Company: Stimmung
Sound Designer: Gus Kovin
Executive Producer: Ceinwyn Clark
Audio Post Company: Heard City
Engineers: Philip Loeb, Evan Mangiamele
Executive Producer: Gloria Pitagorsky
Assistant Producer: Katie Flynn
Shoot Location: Burbank, CA
Additional Deutsch Credits:
Chief Executive Officer: Val DiFebo, Deutsch NY
EVP, Group Account Director: Talia Handler
SVP, Account Director: Paulette Stone
Account Director: Laura Schrager
Chief Strategic Officer: Brent Vartan
Global Planning Director: Ole Pedersen
VP, Planning Director: Anthony Mariello
Director of Broadcast Business: Kris Weiner
Group Director of Business Affairs: Maria Taris