Laying Down the Law




TraverRohrback Touts Legal Help Program
DETROIT–A new campaign from TraverRohrback challenges the stereotype of lawyers as spotlight-seeking cashmongers with no regard for right and wrong.
The Kalamazoo, Mich., agency touts a new State Bar of Michigan program that provides legal services to low-income residents. Three 30-second TV spots convey how the “Access to Justice for All” program helps people without regard to race, age or economic level, said account service director Steve Kunkel.
The spots will air in both public service announcement slots and purchased media slots statewide, he said. Spot buys will be made on high-profile programming such as the NCAA men’s basketball tournament and the Grammy Awards. Four six-week flights on cable stations including TBS, TNT, A&E, USA and Lifetime are also planned, Kunkel said.
The campaign’s primary goal is to show low-income people that legal help is available, but it is also meant to inspire lawyers, businesses and other organizations to become involved in the program. Finally, the spots aim to educate people about the overall justice system.
The black-and-white spots have a documentary feel and capture the vulnerability of children and the elderly–two groups the program is specifically designed to help, said Joe Clipner, the agency’s creative director.
The agency enlisted Tony K Films, West Hollywood, Calif., best known for its work with Nike and John Hancock Financial Services. The production company and other vendors cut their rates for the campaign due to its public service nature, Clipner said.