National Committee
for the Prevention of Child Abuse / NBA


A PSA campaign with over 50% response nationally.


Background:
The NCPCA and NBA teamed up to address a social issue -- child abuse. The NBA donated 5M of TV media time during their playoffs to give the cause, and themselves, exposure.


Challenge:
As the agency creative director assigned to create the PSA's, my goal was to avoid the expected, boring approach of players reading scripted copy to the camera. So, my big challenge was how to create impactful spots that made a relevant, compelling connection between basketball and child abuse. Not an easy task.


Solution:
See the spots.


Result:
Committee Chair, Jerry Fine, stated "...the campaign increased hot-line responses by over 50%. Follis' work is exceptional." NBA Deputy Commissioner Russ Granik said, "We’ve 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 John Follis, honored at The White House and The UN.

Read more about the full crazy story here.


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