The CDC Foundation “Clean Air” Campaign
The Center for Disease Control (CDC) Foundation was looking for a Clean Air Campaign message that would resonate with both consumers and on a b-to-b level. They wanted to demonstrate that recently state-mandated non-smoking ordinances were beneficial for all kinds of bar / restaurant atmospheres, patrons and company bottom lines. Fenton Communications developed a strategy including a 2-year, 8-state video campaign across the south and midwest, and approached MOPED to partner on the creative development, production and delivery.
Guided by Fenton's campaign strategy, MOPED cast and produced an 8-part series of short, documentary-style testimonial videos featuring local restaurant and bar owners across the country. We hit the road to cover stories in 24 cities, leveraging a limber traveling and part-local crew capable of shooting amidst business-as-usual.
We developed a series that encompassed various storylines of owners that were initially resistant to the non-smoking laws - but then changed their minds once the laws were in effect and they started to observe the benefits.
Our casting outreach and results reflected an array of story arcs, establishments, neighborhoods, local flavor, demographics and personalities.
We streamlined and managed pre-production logistics across 24 cities in 2 years, managing tactical challenges including how to maximize our camera gear, time and crew talent while minimizing spend.
We edited and delivered an 8-part series, each episode 3-4 minutes long and reflecting three kinds of establishments in three different cities throughout the state, showcasing 24 cities total.
We collaborated in developing a web-based distribution strategy for the series and edited select footage for 30-second consumer broadcasts.
MOPED’s results exceeded expectations. After the first four episodes in the series were delivered, the client insisted upon using MOPED for the second installment: and we were back on the road to capture stories across the South and Midwest, USA.
Executive Producer Maureen Isern, Director + Producer Jean Candiotte, Cinematographer Charlie Mysak, 2nd Camera Jordan Bross, Casting Coordinator + Post-Producer Agi Fodor, Editors Joey Williamson + Sharon Ruedeman
Healthcare + Disease, Series, Social Impact, Video