Day One's 'Sunshine' PSA seeks to fight insidious forms of abuse in teen relationships. The short film-styled PSA was created by BBDO New York and Day One. Day One is a nonprofit organization dedicated to combating sexual abuse and supporting its victims. This particular ad focuses on emotional and verbal abuse, as well as the impact it can have on its victims. The PSA uses juxtaposing music, surreal elements and striking color schemes to achieve this, and manages to truly instill a sense of uneasiness and empathy.
The story behind the Sunshine PSA has viewers follow a teenage girl as she begins an emotional journey through a relationship. Visuals and colors are used amazingly in this piece, as the colorful design scheme is juxtaposed by dark shadows as the relationship becomes more and more abusive. Throughout the video, the classic song 'Walkin’ on Sunshine' by Katrina and the Waves plays in the background and creates a bold contrast to the story playing out in the PSA.
Day One hopes that this PSA will educate and help people in abusive relationships, as well as raise awareness to the reality of emotional abuse.
Why This Trend Is Growing
- Anti-abuse Psas
- More companies will likely create problem-focused PSAs to raise awareness and prevent abuse in various areas.
- Emotional Abuse Education
- There is an opportunity for organizations to invest in educational programs about emotional abuse prevention and intervention.
- Innovative Visual Storytelling
- Visual storytelling techniques can be used to create impactful PSAs that convey important messages that resonate with audiences.
Industries Being Reshaped
- Nonprofit
- Nonprofit organizations focused on abuse and violence prevention can develop more engaging campaigns to raise awareness of the issue to a broader audience.
- Advertising
- Ad agencies can leverage innovative visual storytelling techniques to create emotionally striking advertisements for social issue campaigns.
- Education
- Schools and universities can invest in education and training programs to raise awareness and prevent different forms of abuse, including emotional abuse.
