We’d already worked with the Robert Wood Johnson Foundation for a decade when they asked us to pack their whole history into one film. RWJF can be credited – in whole, or in huge part – for things like our 9-1-1 system, the national fight against Big Tobacco, the advent of end-of-life care as a major medical field… just to name a few. We curated key interview subjects and these rich themes to evoke the full scope of what the Foundation has done to improve health in America. We collaborated with documentary filmmaker Henry Corra to create a film language bringing the Foundation’s archives to vivid life.
RWJF established a commission of our country’s leading minds in health and health care, who identified the main contributing factors to leading healthy lives; (1) personal choice, and (2) what choices they are given. For a PSA aimed at policy-makers and community leaders, we wrote about these factors, and our creative director Dru DeSantis decided to let real kids do the talking. We filmed a diverse cast, ages 8 to 14, in urban and suburban settings. And the kids understood the message better than anybody.