The UF Area Health and Education Center (AHEC) actively facilitates the linking of academic health resources with the needs of underserved communities in 37 north Florida communities. As part of its effort to help residents quit smoking by providing free counseling and nicotine patches, AHEC approached the Office of University Relations to write and produce a television commercial to create greater awareness with the target audience: 24-49 year-old white males in rural north Florida counties.
From the initial meeting to the finished product – a period of just over two weeks – the Creative Services Department developed concepts, wrote the script, shot the commercial on location at sunrise, recorded the voiceover, and added final post-production touches. The Creative Services staff even contributed a vehicle, props and wardrobe for the shoot. One literally offered the shirt off his back for the on-camera talent to wear.
The result is a unique anti-smoking message with a personal tone, one that emphasizes positive benefits that might have been overlooked, as opposed to using negative consequences for shock value.
An outside source was hired for media placement, which proved invaluable considering the tight timeline. The commercial first aired in June 2013.
Dan Williams, Associate VP, Marketing, University Relations
Kathy Nichols, Assistant Director, UF AHEC Program
Florida Bridgewater-Alford, Campus Outreach Coordinator, University Relations
Jim Harrison, Director of Creative Services, University Relations
Reed Erickson, Director of Multimedia Properties, College of Journalism & Communications
Paul Bernard, Copywriter, University Relations
Emily O’Hearn, Senior Special Projects Producer, College of Journalism & Communications
Wes Rodriguez, Photographer + Special Projects Producer, College of Journalism & Communications
- Quickly responded to AHEC’s need to develop and start airing the commercial ASAP, while never compromising its quality
- Worked with AHEC to clearly define the target audience and determine the appropriate tone and language
- Enlisted UF Multimedia Properties for location scouting, on-location production, voiceover recording/editing, post-production and coordination with the media-buying vendor