In 1989, the NBA teamed up with the NCPCA
by donating 5M of its TV media time during the playoffs. Follis&Verdi was hired to create the
As the creative director assigned to the task,
my goal was to avoid the expected and boring approach of NBA players reading scripted lines to the camera. My challenge was to create a compelling, creative campaign that also made
a relevant connection between basketball and
child abuse. Not an easy task.
Solution: The TV campaign.
Committee Chair, Jerry Fine, stated that it increased hot-line responses by over 50%" adding, "John's work is exceptional." The NBA stated; "Weve gotten more favorable notice
for these spots than for any other PSA effort we've ever done."
The campaign won major ad awards and got Follis honored at The White House.
But, the full story behind the campaign is crazy.