In the midst of the high-profile, multi-legged campaign, CHPA was starting to see the right results. They brought us in to not only tout the initiative’s successes, but also document the approach as its own case study for making change. First, we produced an overview video. After clearly outlining the problem, Justin structured the messaging around the campaign’s three pillars — product access, parental awareness and peer disapproval. The final three-minute video pulls together various media, including websites, apps, print ads and TV spots and calculates over 2 billion impressions!
A Case Study for Change
In an alliance with drug-makers, CHPA launched an ambitious multi-faceted campaign to curb teen abuse of an ingredient found in over-the counter cough medicine — dextromethorphan (we’ll just call it DXM). We partnered with the organization to produce a pair of behind-the-scenes videos that overview CHPA’s bold leadership on this highly effective effort.
A Campaign About a Campaign
An Industry of Action
When CHPA CEO Scott Melville was named Humanitarian of the Year by the Community Anti-Drug Coalition, we saw this as the perfect opportunity to offer a behind-the-scenes glimpse at the DXM abuse campaign. Rather than spotlight Melville exclusively, Ellyn interviewed members of the CHPA leadership to emphasize that this challenge could only be matched with an ambitious group effort. Favata and Jun directed participants to interact with both the physical and digital assets of the campaign and captured sweeping time-lapse photography of the team working around the clock. Tiffany’s edit elegantly summarizes the successful undertaking that would not have been possible without steadfast leadership and a committed coalition.
Tiffany Lewis
As our Creative Director, team leader, and motionography expert, Tiffany embodies LAI Video’s innovative identity. Throughout her 12 years of extensive creative, strategic, and production experience, Tiffany has earned two Emmy® Awards and widespread industry recognition.
James Favata
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
Justin Kelly
As LAI Video’s Senior Writer and Editor, Justin moves people to action with his impeccable command of language and narrative. With a decade of experience in technical writing, editing, and project management, Justin balances detail and emotion to create award-winning videos.
Jun Young Yang
Jun is the Director of Photography for LAI Video. His sharp eye and even sharper focus have earned him a reputation as an industry-leading cinematographer. He started his career freelancing before becoming a staple on the LAI Video team.
James Loizou
James Loizou leads the team at LAI Video, building the Emmy® Award-Winning agency from scratch over the last 15 years. His innate balance of creativity and methodology guides our team forever forward towards innovation.
Helena Lehman
Helena is Leading Authorities’ Senior Vice President of Client Services, responsible for growing business among its clientele of national associations and corporations. During her 25 year tenure with LAI, she’s built relationships across diverse industry groups and identified common needs in content strategy and communications.
