Childreach Enhances Movie Tie-In

BOSTON Childreach/Plan, the nonprofit group that helps needy children worldwide, is leveraging its recent appearance in the Jack Nicholson movie About Schmidt in public-service advertising breaking nationwide this month.

Boston shop Captains of Industry’s TV, print and online elements inform prospective Childreach participants their lives could change for the better if they sponsor a child through the program.

One print ad headlined “Feel like Schmidt?” shows a glum-looking woman with a small, dark cloud hovering over her head. “If you’re feeling a little empty inside,” copy states, “or like you haven’t made a real difference in someone’s life, do what Warren Schmidt did in the movie About Schmidt. Sponsor a child through Childreach.” The tagline is “Change a life. Maybe yours.”

Ted Page served as creative director and copywriter; Bill Drake handled art direction, digital design and photography.

The shop had previously crafted an in-theater commercial for the Warwick, R.I.-based client that ran during the film’s December launch.