“If you can read more, you can write more. And if you can write more, you can write your own story.”
-Justin Boyd, Student, Gompers Elementary Middle School, Detroit, Michigan
See what Justin is talking about here.
Volunteering with First Book, One of Our EducationAd Program Partners
What better way to kick-off a new partnership than to help First Book distribute brand new books to deserving children around the LA area! It is good knowing the hundreds of boxes of books we piled onto pallets and loaded into minivans, pickups, and mail trucks are all going to help start home libraries, and hopefully contribute to happier, more successful people, families, and communities.
We are looking forward to many successful EducationAd projects with First Book, starting with next month’s book delivery projects in Pittsburgh, PA and Detroit, MI. Keep an eye on our News page and our social media pages for all the details.
Earth Day EcoAd Vignette Compilation
In celebration of Earth Day, here is a set of our EcoAd program project vignettes, plus a few, timeless and easy-to-use Eco Tips!
We hope these help everyone see all the good things that are happening, and we hope these inspire everyone to see the opportunities for improvement all around us.
Happy Earth Day!
They Will Be Blessed
“They will be blessed.” We heard this twice during the past week. “They will be blessed.” This was the reaction two completely different types of people had upon hearing about how Hampton Hotels and Chevrolet have funded significant improvements to inner-city sports and recreation facilities through our WellnessAd and EcoAd programs. That these heartfelt statements were made by people from very different backgrounds – a wealthy couple from rural Kentucky, and a single mother of four from South-Central Los Angeles – suggests our approach to advertising with purpose is working broadly, and that it is connecting fundamentally.
Of course, it is our business and our hope that people will recognize and support companies who help create positive outcomes for their communities. These recent experiences provide much more than positive feedback. They provide motivation. In marketing, words like “prefer” and “choose” are used to determine whether an advertiser’s actions or messages are making an impact on a consumer. But when that impact is expressed with words like “blessed” it connects on a whole other level.
When it comes to representing our community projects and the benefits they provide through video documentaries, some projects are easier to convey than others. And when the assignment is to tell the multifaceted story in 30-seconds, we have to dig even deeper and think even more creatively. The new “Inspiring Volunteerism” TV ad we produced as part of Hampton Hotels’ WellnessAd program campaign, challenged us on several levels, including how to present tangible, meaningful benefits without listing all of the individual elements. Through close collaboration with our client partner and their key communications agencies, and with assistance from our Boys and Girls Clubs of Metro Atlanta and Children’s Hospital of Atlanta partners, we came up with the solution of inspiring volunteerism through the interplay between a Club member and a representative Hampton Hotels volunteer. Volunteerism’s role in helping kids’ dreams come true is illustrated through the use of contrasting, then coordinated, lighting and color techniques. An early version of the spot relied on the strong imagery and a nice line from a Greek proverb to carry the “inspiring volunteerism” message, with no voice-over. We thought, “A civilization flourishes when people plant trees under which they will never sit,” really got to the heart of what volunteerism is all about. Worth a try, but a bit too philosophical for the purpose of this ad. In the end, everyone is very happy with the voice-over version, which is much stronger for tying the positive outcomes to local communities.
Playing and Learning Into the Night
This week we visited the MLB Urban Youth Academy in Compton, CA to do some follow up work for the documentary video we are producing to tell the story of how Chevrolet’s funding helped install new ball field and batting cage lights. The pure image of seeing kids play after sunset – where previously they could not – is simply beautiful.
The young boys and girls were having a blast, playing and learning the fundamentals – batting, fielding, and base-running – and the parents were all beaming: Happy to see their children being happy and having fun, after the sun had gone down. Everyone we encountered is well aware of how fortunate they are to have the opportunity to attend the UYA and participate in the regular baseball and softball workout sessions. All are truly appreciative, too, that Chevy’s contributions have provided the lighting needed to continue the learning and fun well past dusk. The kids and their parents are all quite proud of the UYA, and several went out of their way to ask us to tell our clients and partners how grateful the community is for their support. Thank-yous, whether written, spoken, or un-spoken, are wonderful and motivating!