“Our hero’s transformation is a journey, one which captures the identical journey many people are on,”
explains Ted Huffman. “The daddy’s wrestle with the choice to vaccinate is actual. By
welcoming individuals to expertise his journey, hopefully, they discover consolation in their very own path to get

DEFINITION 6 created the marketing campaign round two pillars the Huffmans recognized: custom and tradition. Extra deeply outlined as household, neighborhood, religion, and work, the company carried these themes all through the marketing campaign. 

“Ted and Cheryl had a good looking imaginative and prescient for an apolitical PSA,” says D6 VP/Inventive Director Noah Lerner, who labored intently with the Huffmans to conceive the marketing campaign. “Utilizing the daddy’s journey as a metaphor, that they had a really particular portrait of this character and who he represents, which was the proper automobile to get their pro-vaccination message throughout in an emotional, visible, and narratively-driven manner.” 

Along with the media shops which have donated airtime for the PSA, the inspiration funded native media buys for the spot to air throughout nationwide faculty soccer broadcasts and primetime slots on FOX Information, working intently with D6’s media planning and PR groups, respectively. 

D6 VP of Manufacturing Andrea Allen headed up the 50-person, live-action shoot for the PSA, written by D6’s Tim Reilly and directed by Norry Niven. The corporate’s Emmy Award-winning workforce completed the soup-to-nuts effort, offering all the pieces from editorial to music, sound design, and blend. 

“This manufacturing had numerous magic pixie mud,” remarks Allen. “It got here collectively so fantastically and dovetailed into different marketing campaign deliverables. Ted additionally needed this PSA to be an homage to the individuals of his house State, so we checked out each element within the movie to painting a spirit of gratitude and authenticity, which included bringing on as many native crews and expertise as we may for the shoot.” 

D6 SVP/Inventive Director Crystal Corridor oversaw the OOH, print, and social elements of the marketing campaign, which options nonetheless pictures from the PSA shoot. Corridor concepted three essential seems for the important thing artwork – the inside of the person’s truck, an “everyman” portrait, and his youngsters – which is prominently featured on billboards all through the State of Arkansas. The workforce additionally curated a library of photos to make use of in future iterations of the marketing campaign.

“Bringing this marketing campaign to life was a really built-in effort that tapped into our core competencies as an company – inventive, manufacturing, distribution, publicity, social technique, and digital – plus the chance to do this for a better function made it all of the extra gratifying,” concludes D6 President Jason Rockman. “Early findings from our analytics workforce present this marketing campaign is making an affect on vaccination charges in Arkansas and past, as media shops throughout state traces at the moment are airing the marketing campaign. None of this may have been potential with out the tenacious imaginative and prescient and charity of Ted and Cheryl Huffman. We thank them for entrusting us to shepherd such a vitally vital marketing campaign.” 

TV and radio stations in Arkansas wishing to air the PSA can obtain media belongings right here. 
Rural communities outdoors of Arkansas can obtain belongings right here. 

Shopper: The GreenShoots Basis 
Co-Founders: Ted and Cheryl Huffman 
Government Inventive Director: David Roofthooft 

Company + Manufacturing: DEFINITION 6 

SVP, Inventive Director: Crystal Corridor 
SVP, Government Producer: Nicholas Lucin
SVP, Put up Manufacturing, Sr Editor: Chris Reinhart 
VP, Inventive Director: Noah Lerner 
VP, Manufacturing: Andrea Allen 
VP, Editorial: Anthony J. Cortese 
VP, Operations: Andy Solomon 
Sr. Inventive Director: Tim Reilly
Inventive Producer: Corey Nealon 
VP, Sound: Dan O’Sullivan 
Sound Designer, Mixer: Ted Marcus
EP, Sr Editor: Todd Feuer 
Editor: Steven Petersen 
Inventive Director, Nonetheless Pictures: Myriam Lopez 
Sr. Artwork Director: Tomoko Nakamura 
Jr Editor: Ben Lapinig

Director + Nonetheless Photographer: Norry Niven 


SVP, Group Inventive Director: Doug Dimon
SVP, Technique & Analytics: Clark Kipling 

PR + Media Technique: 

SVP, Group Director, PR Providers: Wealthy Quigley
VP, Media Relations: Nicola Blount 
Director, Media Shopping for: Shari Rauch 
Supervisor, Media Monitoring & Reporting: Gordon Cheung
Account Supervisor: Nikki Kunkle 

DEFINITION 6 is an award-winning buyer expertise company that has mixed technique, inventive, and storytelling for greater than 20 years. Based mostly in Atlanta and New York Metropolis, with satellite tv for pc places of work in Los Angeles and San Francisco, DEFINITION 6 is behind excessive performing experiences and prime campaigns for main manufacturers like Nextdoor, LL Flooring, Paramount+, HBO, CBS Sports activities, and Barnes & Noble School. For extra data, go to www.definition6.com.