Charity PSAs tend to go for an emotional hit to get viewers engaged, but the latest film for the American Red Cross opts for humor instead.
To rally volunteers to help install smoke alarms in communities in need, agency BBDO New York came up with a catchy song reminding people they will "have time" for volunteering—if only they give up scrolling social media, photographing their food, binge-watching reality TV, looking in the mirror and endlessly redecorating their walls. In the film, inanimate objects—a plate of fried eggs, a painting, pictures in an Instagram feed and a man's eyebrows—hilariously "sing" the lyrics as they catch various folks in such mindless acts, reminding them how they can dedicate their lives to more helpful pursuits. Jess Coulter at O Positive directed.
Diving the film was insight that 70% of U.S. adults are interested in volunteering, but only 25% of them actually follow through. Moreover, 77% of people identify as “high procrastinators.”
The campaign will run on TV, online video, digital and on social media, with the aim of enlisting aims volunteers to install 50,000 free smoke alarms nationwide during the American Red Cross' "Sound the Alarm" events in May.