One Love Foundation - "Unhealthy love"

minds + assembly New York, United States

609

Title	Unhealthy love
Agency	minds + assembly
Campaign	Unhealthy Connections
Advertiser	One Love Foundation
Brand	One Love Foundation
Date of First Broadcast/Publication	2023 / 2
Business Sector	Public Safety, Health & Hygiene
Story	Campaign to help to educate young people and their caregivers on digital relationship abuse.
Philosophy	The 30 second PSA’s show three realistic scenarios displaying the dangers of online abuse while offering One Love as a trusted resource for educating young people on how to recognize and navigate healthy versus unhealthy relationships. All ads can be viewed online and will be aired on TV networks across the country in September and October. Mario, shows a boy whose girlfriend is intensely texting him, demanding his attention and his location – displaying unhealthy behaviors of intensity and deflecting responsibility. Stephanie, focuses on a a queer couple with a girlfriend jealous of her partner liking a photo on social media – displaying unhealthy beaviors of possessiveness and volatility. Ruth, depicts a guy trying to convince a young girl he recently started seeing to send explicit photos of herself – displaying unhealthy behaviors of manipulation and guilting.
Media Type	Television
Length	30 seconds
Director	David Gaddie
Production Company	The Colony
Editorial	Afterparty
Music	Squeak Clean