Opportunity PSA
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.