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

Published On
Dec 17, 2019

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.


Dec 17, 2019
Client :
National Alliance for Mental Health
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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