This Beautiful Animation For an Addiction Charity Shows the Power of Love and Support - Adweek

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For people struggling with addiction, and for those who care about them, it can sometimes feel as though there is a chasm of misunderstanding that separates them—but understanding and support are vital when it comes to tackling the issue of addiction.

Partnership to End Addiction, a nonprofit, has launched a new TV, print, radio and digital media PSA campaign, created by agency DiMassimo Goldstein. It emphasizes the importance of human connections in addressing the nation’s addiction crisis and how the Partnership can help families reconnect.

At the center of the campaign is a 60-second 3D animation and two shorter iterations, featuring music by Grammy-nominated band The Lumineers from the album III, which explores the destructive impact of addiction.

Titled “Start with Connection,” the ads show family members being torn apart by addiction, and show how the power of relationships overcomes that distance to pull them back together.

“When we foster strong connections with loved ones, we see better outcomes in prevention and treatment,” said Creighton Drury, CEO of Partnership to End Addiction.

Strengthening families and communities “as agents of change” could ultimately transform the way addiction is addressed, he added.

Emily Moyer, CMO at Partnership to End Addiction, said: “The loneliness and isolation of the pandemic are exacerbating the addiction crisis at an alarming rate.

“While everyone is talking about physical distancing and wearing masks, we are encouraging family members to begin closing emotional distance in the home.”

CREDITS:
Client: Partnership to End Addiction
Chief Executive Officer: Creighton Drury
Chief Marketing Officer: Emily Moyer
Vice President, Head of Communications: Andrea Roley
Director, Advertising and Production: Rebecca Shaw
Vice President, Media: Beth Jeffrey
Director, Print Media: Helshi Lockwood
Director of Social Media: Candice Besson
Associate Director, Media Relations: Catherine Saavedra
Vice President, Content and Editorial: Denise Young Farrell
Director, Digital Engagement: Ilana Kavadlo
Associate Director, Communications and Content: Hannah Freedman
Senior Marketing Designer: Claire Kelly
Director, Content Marketing: Sarah Royal
Email Marketing Specialist: Valerie Kirby
Data Analyst/Senior Research Associate: Sarah Forthal
Consumer Health Content Specialist: Morgan Wu
Agency: DiMassimo Goldstein
Chief Creative: Mark DiMassimo
Executive Creative Director: Paul Fix
Creative Director: Chris Martin
Head of Design & Creative Director: Claudia Mark
Associate Creative Director: Trevor Hickey
Associate Design Director: Matt Peters
Junior Art Director: Ernest Chan
Director of Integrated Production: Karen Tomlin
Studio Director: Quentin Webb
Director of Integrated Marketing: Julia Yale
Senior Brand Manager: Kyle Ortman
Brand Manager: Patrick Sneeden
Bonfire VFX credits:
Creative Director: Aron Baxter
Co Creative Director: Brendan O’Neil
Managing Director: Jason Mayo
Senior Producer: Tierney Farrell
CG Partner (Juice) Credits:
Art Director: Hanna Czyżewska
Supervisor: Jakub Wrzalik
Producer: Olga Rabiecka
JSM MUSIC—Music Supervision & Sound Design Credits:
Chief Creative Officer and CEO: Joel Simo
VP/Executive Producer: Jeff Fiorello
Sound Design: Nathan Kil
Gramercy Post Credits:
Studio Manager: James Spano
Mixer: Siara Spreen
CG Partner (Juice) Credits:
Art Director: Hanna Czyżewska
Supervisor: Jakub Wrzalik
Producer: Olga Rabiecka
JSM MUSIC – Music Supervision & Sound Design Credits:
Chief Creative Officer /CEO: Joel Simon
VP/Executive Producer: Jeff Fiorello
Sound Design: Nathan Kil
Gramercy Post Credits:
Studio Manager: James Spano
Mixer: Siara Spreen