Volunteers of America

Volunteers of America had a problem. Two, really. First, despite being a 125-year-old off-shoot of the Salvation Army, no one knew who they were. And second, they wanted to introduce a powerful, but hard to describe concept of "moral injury" - the root of much addiction, poverty, and abuse.

Our team had a brilliant idea: Explain this through dance. (Our copywriter was a former dancer.) We enlisted Israeli choreographer Danielle Agami to help communicate this complex issue. The TV execution led to a design for print.

Volunteers of America launched this campaign with a Times Square takeover on September 10th, Worldwide Suicide Prevention Day.

On a side note, the head of our agency thought this was a terrible idea when it was first presented. Did not want to do it. The fact that we respectfully, but determinedly shepherded this idea through completion is as much of a reward as being featured in CA.

CW: Katie Bernet
AD: Amanda Jackson
P: Kristen Martin
D: Isaac Ravishankara