Case Study + Video
It Has To Stop
November 19, 2014
We recently had the incredible opportunity to partner with the Tennessee Bureau of Investigation on a public awareness campaign about Human Trafficking. Josh DeVine, TBI’s Public Information Officer, is guest posting for us today to share about their vital message that “It Has To Stop”.
Human Trafficking is one of those things people don’t like to talk about. It’s not pretty.
But at the Tennessee Bureau of Investigation, we see it as a priority to talk about it, because just like every state, it happens here.
When we were developing our new public awareness campaign, we decided to unpack the concept of “IT” as a way to create mystery around the issue. And that’s where “IT Has To Stop” was born.
We developed a graphic look, a website and resources. But with a concept and a script for a Public Service Announcement, we still needed someone with high-level expertise to bring the campaign’s centerpiece to reality. Oh, and we needed it on a limited budget. In about a month.
And that’s where Cross and Crown exceeded our expectations. I knew of their work through a dear friend and was pleasantly surprised when their bid on the project was far more competitive than any other company we contacted.
Beyond that, however, we were thankful our conversations about the project were easy. Some companies wanted to rework the entire campaign, but Cross & Crown was not only receptive to our ideas, but also embraced them. They really seemed to connect with the cause and our specific approach.
In the end, we could be more pleased with the final product.
Looking back, our shoot day was a breeze. The crew worked efficiently and carefully to make sure our talent used the right tone of voice and looked their best. They included us in the process, making sure we were satisfied with their ideas. And in post-production, the crew was quick to respond to questions and requests for tweaks.
The response has been phenomenal. Several nonprofits are now using our video to promote the issue, which drives traffic to our website and further helps cement our agency as a partner in the fight against this kind of crime. We’re also trying to secure grant funding to place the PSA on television stations and continue to work with sports teams across Tennessee to secure rotation on the screens at home games.
Overall, we’re dreaming about what’s next for this campaign in the coming months and years, knowing the fight against Human Trafficking will be hard-fought. It’s nice to know we have a partner – on the creative side of things – if we ever need it.
Josh, we enjoyed working with you and your incredible TBI team on bringing this video to life! We applaud the matchless work you are doing to raise awareness and fight Human Trafficking across Tennessee! Thank you for the opportunity to join hands with you in your efforts.