Client: NeighborWorks, a D.C.-based nonprofit organization
Job: To create a series of advertisements to aid struggling homeowners facing delinquencies and foreclosures
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Agency: The Ad Council of D.C.
Theme: “Nothing is worse than doing nothing”
The Concept: The campaign is designed to convince struggling families that it makes sense to seek help if they’re having trouble paying their mortgages. The messages try to be both compelling and compassionate and are timely given that foreclosure rates are at a significant high.
The Plan: A combination of radio, print and television spots were used. One commercial, for example, shows a family sitting around the kitchen table enjoying their meal together. Whenthe phone rings, the daughter wonders if they’re going to answer it; the mother replies, “No.” An announcer then talks about how those avoiding mortgage issues can get help. The campaign launches today in D.C., and NeighborWorks plans to work with its local branches to try to get the advertisements shown in other markets.
Creative Team: Jon Moore and Ned Crowley (executive creative directors, Ad Council), McGarry Bowen of New York.
Background: The Ad Council is behind a number of iconic public-service message campaigns, from Smokey Bear to “Friends don’t let friends drive drunk.”
Working on Next: In July, the Ad Council will launch a childhood literacy campaign for the Library of Congress.
