Chronic absenteeism is on a roll
M&C Saatchi SS+K's powerful PSA for Communities In Schools sees the names of 15 million absentee students barrel down a vacant school hallway and campus.
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Credits
powered by
- Agency SS+K/New York
- Production Company The Sweetshop/New York
- Director Dorothy Allen-Pickard
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Credits
powered by
- Agency SS+K/New York
- Production Company The Sweetshop/New York
- Director Dorothy Allen-Pickard
- Editorial Cut+Run/New York
- Chief Creative Officer Stevie Archer
- Creative Director Margie Chidley
- Creative Director Lucas Crigler
- Associate Creative Director, Art Director Benita Noble
- Associate Creative Director, Writer Rick Morrison
- Executive Producer, Art Shawn Smith
- Executive Producer Chris Lenz
- Executive Producer Shelly Townsend
- Head of Production Jennifer Brisick
- Editor Ethan Mitchell
- Producer Marcia Wigley
Credits
powered by
- Agency SS+K/New York
- Production Company The Sweetshop/New York
- Director Dorothy Allen-Pickard
- Editorial Cut+Run/New York
- Chief Creative Officer Stevie Archer
- Creative Director Margie Chidley
- Creative Director Lucas Crigler
- Associate Creative Director, Art Director Benita Noble
- Associate Creative Director, Writer Rick Morrison
- Executive Producer, Art Shawn Smith
- Executive Producer Chris Lenz
- Executive Producer Shelly Townsend
- Head of Production Jennifer Brisick
- Editor Ethan Mitchell
- Producer Marcia Wigley
When it comes to huge numbers, it's sometimes difficult to visualise what the quantity actually means without a physical representation.
Because of this, M&C Saatchi SS+K's impactful campaign PSA for Communities In Schools takes a phenomenal stat - the 15 million children whose lives are affected by not showing up to school - and realises it by creating the Longest Roll; a larger-than-life list of names.
Clear to flag the reasons for lack of attendance: “Transportation absent; WiFi absent; childcare for siblings absent; housing absent, healthcare absent; mental health support and anti-bullying absent.”, the film, from Sweetshop's Dorothy Allen-Pickard, paints a stark but heartfelt picture of a genuine crisis.
