A group of agencies, media companies
and production houses have pitched in to help The Partnership at Drugfree.org -- dedicated to helping people overcome substance abuse -- kick off a new ad campaign entitled “The Hope
The campaign is anchored by six giant digital billboard displays in New York’s Times Square.
WPP’s JWT served as the creative shop and independent Horizon Media secured the donated ad space -- which totaled more than $1 million, according to the agency. The contributing companies all worked on a pro bono basis to help make the campaign a reality.
Contributing to the production effort were Hungry Man Productions, Amber Music, Ballistic, BlueRock NY, The Mill NY and Sarofsky Corp.
Out-of-home displays in Times Square were donated by Clear Channel Spectacolor, ABC, Thomson Reuters and CBS Outdoor. The campaign was directed by Jess Gonchor, who is credited with production design on movies such as “True Grit,” “No Country for Old Men” and “The Devil Wears Prada.”
The Times Square effort is part of a national campaign that is also supported with donated media, including national and local television and radio, print publications, digital display, social media and outdoor opportunities via cinema, taxi screens, malls and offices.
The Hope Share campaign tells the stories of hundreds of drug and alcohol abusers and their efforts to recover. The online portion of the campaign can be seen here.