New Public Service Advertisement Campaign Helps Bring Sexual Abuse Issues from Darkness to Light
Press Release, Prepared by Hype, Los Angeles, CA
11/15/00
Charleston, S.C. – Today, From Darkness to Light, a primary prevention program aimed at reducing the incidence of child sexual abuse, launches a powerful media campaign that highlights the staggering prevalence of abuse in our community. The campaign is the first of a three-part program to prevent abuse through local awareness, education, and by breaking the cycle with adult survivors. The PSAs were created by From Darkness to Light Executive Director Anne Lee in conjunction with award-winning Director and former Agency Executive Creative Director Stewart Birbrower. Perry King, who plays Richard Williams on the popular primetime television program “Titans,” provided the compelling voice-over for the spots.
From Darkness to Light was founded in 1996 by 3 local not-for-profit organizations to provide a public forum for adult survivors of sexual abuse. Recognizing the power of media to highlight core issues, Executive Director Anne Lee recently approached Stewart Birbower with her ideas for a comprehensive program. Birbower joined the important initiative and has applied his vast agency and production experience to create a PSA campaign in collaboration with members of the commercial production industry. The commercial campaign marks the organization’s movement from an annual conference-based entity to a primary prevention service.
The commercials – 4 in all – highlight core issues related to sexual abuse. Using compelling portraits, “Too Many Children” presents the dramatic statistic that 1 in 4 girls and 1 in 6 boys will be sexually abused before the age of 18. “Swing” candidly discusses that 50% of teen pregnancies, which cost the country over 7 billion dollars a year, are caused by adult men having sex with underage girls. The PSA “School” presents the shocking statistic that 72% of school shootings in the last 2 years were perpetrated by kids who had been abused at a younger age. The final spot, “Faces,” displays the human side of the walking wounded, with testimonials by actual survivors. The end of each spot presents the toll-free number – 1-866-FOR-LIGHT – and a website www.darkness2light.org. From Darkness to Light’s program begins in Charleston, with plans for a national expansion in 2001.
From Darkness to Light is located at 1061 King Street in Charleston, S.C. 29403. For additional information, please contact Executive Director Anne Lee at (843) 723.3600.
PSA Campaign Credits:
Production Company:
Matrix Media, Inc./Charleston, South Carolina
Director: Stewart Birbrower
Producer: Ron Small
DP: Jim Wells
Voice-Over Talent: Perry King
Shot on location at Kiawah Island Resort (Beach & Swing spots), Kiawah Island, South Carolina; Ashley Hall School (School Shooting spot), Charleston, South Carolina; and at WCSC Channel 5 (Adult Survivors), Charleston, South Carolina
Editorial Company:
Crew Cuts/New York
Editor: Cliff Birbrower
Digital Effects:
Click 3x/New York
Digital Effects Artist:
Postproduction Company:
Crew Cuts/New York
Sound Design:
Picture This Music, Inc./New York
Sound Designer: Paul Goldman
Audio Post:
Buzz/New York
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