Santa has a horrible realization in this PSA about kids' mental health
It's time to ditch the 'naughty' and 'nice' lists says the National Alliance on Mental Illness
Editor's Pick
If suffering through middle school proves anything, it’s that kids take labels very seriously. Jock, nerd, loser, poser, class clown, troublemaker—they stick, and kids often adopt them as part of their personas.
So why is it that, every Christmas, millions of kids get labeled either “nice” or “naughty,” rather than something less reductive? After a few centuries of dishing out coal, that sobering thought occurs to Santa Claus himself in an introspective PSA from the National Alliance on Mental Illness.
Perched on a lonely rooftop, Kringle shivers as he considers the inadvertent damage he’s done over the years. He ponders alternative labels, like “nervous or nice” or “uncomfortable in my own skin or nice” that would be easier on the 10 million kids in the country living with mental health conditions.
The spot from Wieden & Kennedy New York is directed pro bono by David Shane via O Positive, with Arcade Edit donating time to the project, as well.
Credits
- Date
- Dec 17, 2019
- Agency:
- Wieden & Kennedy-New York
- Executive Creative Director:
- Karl Lieberman
- Creative Director:
- Jaclyn Crowley
- Creative Director:
- Sean McLaughlin
- Copywriter:
- Katie D’Agostine
- Art Director:
- Hope Jordan
- Head of Integrated Production:
- Nick Setounski
- Producer:
- Jordan Leinen
- Studio Manager:
- Jill Kearton
- Account Director:
- Samantha Wagner
- Account Supervisor:
- Jasmine Cogdell
- Assistant Account Executive:
- DeMornay Harper
- Brand Strategist:
- Brian Ritter
- Comms Planner:
- Lizzie Manning
- Social Strategist:
- Leah Greene
- Junior Social Strategist:
- Faith Daniels
- Project Manager:
- Julie Knight
- Business Affairs Manager:
- Michael Moronez
- PR Partner Agency:
- The Door
- Public Relations Director:
- Theresa Collins
- Public Relations Specialist:
- Sanam Shah
- Production Company:
- O Positive
- Director:
- David Shane
- Executive Producer:
- Marc Grill
- Executive Producer:
- Ralph Laucella
- First Assistant Director:
- Ken Licata
- Production Designer:
- Dan Ouellette
- Director of Photography:
- Berenice Eveno
- Editorial Company:
- Arcade Edit
- Editor:
- Geoff Hounsell
- Post Producer:
- Arlene Perez
- Post Producer:
- Sarah Schachte
- Executive Producer:
- Sila Soyer
- Editorial Assistant:
- Chris Angel
- Editorial Assistant:
- Luke McIntosh
- Shoot Supervisor:
- Antoine Douadi
- Lead Compositor:
- Anne Trotman
- Compositor:
- Tara Holland
- Matte Painter:
- Gillian George
- VFX Production Supervisor:
- Colin Blaney
- VFX Senior Producer:
- Clairellen Wallin
- VFX Producer:
- Andrew Gilson
- VFX Production Coordinator:
- Katharine Mulderry
- Colorist:
- Fergus McCall
- Mix Company:
- Sound Lounge
- Mixer:
- Tom Jucarone
- Executive Producer:
- Becca Falbourn
- Executive Producer:
- Alicia Rodgers
- Sound Design Company:
- Henry Boy
- Sound Designer:
- Bill Chesley
- Producer:
- Kate Gibson
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