Narrative as a Tool for Social Impact
Hiker conceived and produced this domestic violence PSA for Verizon with NFL running back William Gay, a series of highly charged, complex, cinematic visual moments connecting a child’s pain with the loss of his mother. Brought the talent and Gay’s connection to the issue, Hiker pushed for historical, visual storytelling to help connect viewers to William Gay as a child. The final video achieved over 500 million impressions and significant media attention. Social impact communications have come to rely on statistics as emotional triggers. But these don’t really shock us anymore. Oversaturation of data is causing audiences to tune out. Challenging social impact partners (and ourselves) to write and produce compelling live action stories about individuals offers a far greater shot at sharability, impact, and action.
Scouting for a Florida 90’s look in Staten Island.
Scouting for a Florida 90’s look in Staten Island.
Production Notes
SCRIPT
We listened to every available interview with William Gay to capture his tone, and worked with him during a two-hour session at our favorite studio in Atlanta to record his VO.
CASTING
Working from a few blurry photos of William as a child and his mother, we cast for accuracy.
LOCATION
William grew up in Florida in the 90’s. To capture that sunny, 90’s aesthetic in modern New York City, we tapped into our production network of realtors and landed in Staten Island. Followed that with set dressers. And about 30 thrift shops (that’s why we have that cat lamp). Filming William as an adult took place on Randall’s Island, NYC.
William
REAL PHOTO OF WILLIAM GAY
AT THE AGE 10
William’s Mom
REAL PHOTO OF KATRINA GAY
1977
The Results
EXCLUSIVE LAUNCH WITH PEOPLE MAGAZINE:
46,600,000READERS
TOTAL IMPRESSIONS:
580,000,000+
PHONE DONATIONS:
1,000,000+
Tools
