HBO: It's OK by Wieden+Kennedy New York

Client: HBO
Date: Oct 2019
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HBO is pulling out scenes from some of its most popular shows, like The Sopranos, Girls and Barry, to raise awareness around mental health issues.

The initiative, ‘It’s OK’, aims to destigmatize mental illness and encourage conversation around mental health issues. HBO will highlight a diversity of characters seen throughout the networks’ series whose stories may help to normalize the conversation. The network has created mental health awareness bumpers and short-form content to run on its platforms beginning today (10 October) in conjunction with World Mental Health Day.

The bumpers will let viewers know what mental health issues are depicted in select episodes. The network partnered with the National Alliance on Mental Health (NAMI), an HBO partner since 2016, on the creation of these bumpers and they will debut in select episodes of HBO’s Barry, Euphoria, Girls, The Sopranos, Gary Gulman: The Great Depresh, Boy Interrupted, Chris Gethard: Career Suicide, Crisis Hotline: Veterans Press One, Diagnosis Bipolar: Five Families Search for Answers, I Love You Now Die, In Treatment, Kurt Cobain Montage of Heck, Risky Drinking, The Zen Diaries of Garry Shandling Part 1 & 2. Each bumper will contain a call to action for those who seek help at 1.833.HBO.NAMI or to visit NAMI.org.

An awareness anthem spot shows snippets of different characters and their mental health challenges, like Tony Soprano talking with his therapist, played by Lorraine Bracco, and Camille Preaker from Sharp Objects, as played by Amy Adams.

The campaign was done in collaboration with Wieden+Kennedy New York.

In a complementary video series, ‘Doctor Commentaries’, relevant scenes from HBO shows that focus on mental health issues are discussed by clinical psychologist and mental health champion, Dr Ali Mattu, who shares his insights from a mental health perspective.

Credits

Client: HBO

AGENCY: W+K NEW YORK

EXECUTIVE CREATIVE DIRECTOR: Karl Lieberman

CREATIVE DIRECTORS: Jaclyn Crowley, Sean McLaughlin

COPYWRITER: Will Binder

ART DIRECTOR: Blair Warren

ART DIRECTOR: Zoe Kessler

HEAD OF INTEGRATED PRODUCTION: Nick Setounski

SENIOR PRODUCER: Kimberly Edwards

PRODUCER: Purvi Sheth

STUDIO MANAGER: Jill Kearton

DESIGN LEAD: Frank DeRose

DESIGNERS: James Hughes, Liam Hamill

ACCOUNT DIRECTOR: Samantha Wagner

ACCOUNT SUPERVISOR: Lee Ford

ASSISTANT ACCOUNT EXECUTIVE: DeMornay Harper

BRAND STRATEGIST: Brian Ritter

COMMS PLANNER: Lizzie Manning

SOCIAL STRATEGIST: Leah Greene

JUNIOR SOCIAL STRATEGIST: Faith Daniels

PROJECT MANAGER: Julie Knight

BUSINESS AFFAIRS MANAGER: Michael Moronez

PUBLIC RELATIONS DIRECTOR: Theresa Collins

PUBLIC RELATIONS SPECIALIST: Sanam Shah

FILM PRODUCTION COMPANY: JOINT

DIRECTOR: Jihye Ku

EXECUTIVE PRODUCER: Michelle Carman

PRODUCER: Nick Jones / Sam Broscoe

DIRECTOR OF PHOTOGRAPHY: Brandon Yoon

GAFFER: Anthony Asaro

PRODUCTION DESIGNER: Steven Killian

PHOTOGRAPHER: Kristen Gladney

Editorial Company: Final Cut

Editors: Ashley Kreamer (Succession), Michael Dart Wadsworth (The Sopranos, Barry), Chris Rizzo (Girls)

Executive Producer: Sarah Roebuck

Head of Production / Producer: Penny Ensley

Cutting Assistant: Matt Carter

VFX: Significant Others

Lead VFX Artist / Creative Director: Dirk Greene

Flame Assistant / VFX Artist: Nicholas Renaudeau

Graphic Designer: Phil Brooks

Finishing Producer: Kyra Hendricks

Sound: Machine

Sound Mixer: T. Terressa Tate

Sound Assistant: Amanda Fuentes

Sound Producer: Kyra Hendricks

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