Client: Kids’ Cancer Research Foundation
Title: “Signs”
Agency: RPA
President, CEO: Bill Hagelstein
EVP, CCO: Joe Baratelli
SVP, Chief Production Officer: Gary Paticoff
Creative Director/Copywriter: Dan Roberts
Associate Creative Director/Art: Bang Pham
Account Manager/Producer: Alyse Zigman
Producer: Elijah Jones
Production Company: Bo’s House of Visual Arts
Director: Dan Roberts
Director of Photography: Zach Osterhout
Producer: Alex Johnson
Editorial Company: Bo’s House of Visual Arts
Post Producer: Alex Johnson
Post Producer: Eddie Granado
Editor: Emelie Claxton
“Signs” is an optimistic PSA for the Kids’ Cancer Research Foundation for Childhood Cancer Awareness Month in September. Shot in a documentary style, the :30 spot has an uplifting tone different from most PSAs. It features three children having an ordinary day at the park. But because each of them has beaten cancer, this ordinary day is truly an extraordinary one.Sadly, one of the children featured, 6-year-old boy Reid, recently relapsed. Reid is currently undergoing a new trial treatment that was partially funded by the Kids’ Cancer Research Foundation. Even though Reid’s cancer has returned, he beat it before and we want to do whatever we can to help him beat it again. The boy’s family has started the Team Reid Facebook page, which today has garnered more than 4,000 likes.The goal of the PSA is to expand support and raise money by showing that these treatments can, in fact, work. With only 1–2% of money raised to fight cancer going to pediatric cancer research, the donation link featured at the end of the spot serves as a call to action.