Too Small to Fail
A shocking launch of a new initiative
role: copywriter
THE CHALLENGE
Wake people up to kids’ challenges
Our client, The Center for the Next Generation, was about to launch a new project called “Too Small to Fail,” and wanted a bold campaign to wake people up to the multiple crises facing youth in America.
THE SOLUTION
Make it too real
Instead of talking about how big abstract topics like poor education and poverty were harming millions of children, we created two PSA videos that put just one sweet child in harm’s way, making it incredibly real. In the way that you wouldn’t stand by and let a child drown, we challenged viewers to “stop watching” and instead take action.
Every detail of the execution contributed to the feeling of anxiety we wanted to create for our viewers. From shooting in a dark swimming pool instead of a bright blue one, to the speed of the cars racing past the young girl (which required professional stunt drivers, and lots of compositing), to the lack of closure at the end with an unknown website as the call to action.
Website
The PSAs drove traffic to a website that featured personal stories of children to put a face to the systemic issues facing children. The site also took the next step and began to educate on potential solutions and positive updates from across the country.
