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