Viacom was seeking a partner to develop Listen, a pro-social campaign to fight drug addiction that was to be launched in tandem with an upcoming Surgeon General’s report, Facing Addiction in America. Our task: build a campaign up to the task of addressing addiction that would meet the high bar of past Viacom public service campaigns – complete with messaging, content and campaign collateral.
Working in collaboration with the team from Viacom’s creative agency, Velocity, we would need to establish a disciplined workflow that allowed for collaborative concepting and design review that could then be executed, reviewed, and approved for a cross-channel Viacom and Ad Council supported campaign.
The campaign would need to both live up to the creative standards set by Viacom on its channels ranging from MTV and Nickelodeon to Spike, and campaigns from Choose or Lose to Get Schooled, while carrying meaningful and engaging pro-social messaging focused on fighting addiction. Based on Viacom audience research and outreach to campaign partners, we would need to synthesize multiple stakeholder POVs into the campaign, with a unifying Listen message that could work for all.