#etcfearless

Congratulations to Raina + Wilson for their #Ladayballs campaign that is featured in the 2016 PDN Photo Annual for Advertising. 

Raina + Wilson were hired to Grey Canada to shoot a portrait campaign for Ovarian Cancer Canada. The Grey creative team concepted the controversial #LADYBALLS hashtag to expand the reach of their message from traditional print and film advertising into the realm of social media. 

We reached out to Sue Kohm, the copywriter who coined the #Ladyballs hashtag, to ask her what the process was for developing a campaign that was designed to take risks.

ETC: Please give us a brief description of the #Ladyballs campaign. What media platforms did you create content for?

Sue Kohm: #Ladyballs is intended to create a conversation around ovaries so women can finally engage in a public dialogue to bring awareness to ovarian cancer.

This phrase is all about power and strength. Ladyballs not only refers to a woman’s metaphorical courage, grit, and resilience; all traits that one must embody to overcome ovarian cancer, but it also refers to ovaries themselves. It’s this colloquialism that makes ovaries approachable, and allow it to be part of every day conversation. And when you’re talking about ladyballs, you’re thinking about ladyballs.

We created creative assets for print, TV, cinema, digital, social, OOH, events – you name it.

Your client was Ovarian Cancer Canada, which is a nonprofit. Did you pitch a few ideas to the client as different directions to go in for the campaign? Or was the #Ladyballs the only campaign that was presented to the client?

Oh yeah. It took 18 months to get #ladyballs off the ground. And three rounds of creative presentations. We started in a much more emotive (tear jerker) territory. Nothing felt quite ownable. So we kept going until we landed on an idea that got us all excited (and a bit nervous).

What was the client's initial reaction to the creative?

Mixed, really. Some loved it. Some didn’t. Generally, they were worried about how risky it was and if it was offensive. One client in particular got the idea and understood the potential of #ladyballs. Honestly, if it weren’t for her support and dedication to help push it through, the campaign would never have seen the light of day.

Did their opinion of the creative change at all over time?

You know, it’s interesting. When you present something that is polarizing, those negative reactions seem louder and stronger than positive or supportive reactions. So, at one point, the client began questioning whether or not the campaign would resonate with the public or simply offend. But, to their credit, they stuck with it. They recognized that this silent killer had been quiet for too long.

Did your ad agency or the client feel there was risk involved in the campaign?

The client had some reservations. As did some within the agency. But we took great pains to research the idea with the public and socialize #ladyballs with ovarian cancer survivors. And wouldn’t you know it, ovarian cancer survivors were those who rallied behind the campaign from the get go.

Internally, we kept moving forward and protected the work. It helps when you have support from your CD. Our CCO, Patrick Scissons, championed the idea and made sure we never lost sight of our creative integrity. No matter who was chirping in our ears.

If so, was that risk perceived as only a positive or were there negatives that were a cause for concern?

We all thought there would be some sort of negative backlash. First of all, people didn’t even mention ovaries out loud – ever. Unless you were in sex ed class or in a doctor’s office. And here we were, taking the word ovaries and giving it a slang term that had almost exclusively been reserved for men. Of course people would be uncomfortable or even offended.

Did the hashtag #ladyballs come about as the campaign was being developed or was it a part of the initial concept that was presented to the client?

The hashtag was around from the first creative presentation. We always knew #ladyballs would be integral to the campaign since public discussion today happens online and in social media.

Once the campaign was released to the public, it had a range of reactions in the community and the press. Some people thought the campaign was sexist for the use of the #ladyballs, some thought any attention to the cause was a good thing. Was there any feedback that surprised you or the client?

At first, there were quite a few comments slamming the campaign. Client had difficulty with that in the beginning. You have to remember, for an organization that had such little awareness and support – all the attention was overwhelming. But once we explained that those detractors were actually helping spread ovarian cancer awareness, they embraced it.

How has the campaign affected the exposure of the clients cause? Were there any goals that were reached?

Our lead client said something that really stuck with me. During the launch week, she told us she talked more about ovarian cancer in those seven days than she had in the last seven years. That made all the time, effort and sacrifice we put into the campaign worth it. They also increased donations, disease mentions, requests for literature, awareness of the organization and an increase in third party fundraising events.

We discovered the book “ART and FEAR : Observations On the Perils (and Rewards) of Artmaking” many years ago. It was written by the insightful co-authors David Bayles and Ted Orland. It’s an intense and thought provoking on why we become artists, what gets in the way of making art (hint- it’s alway boils down to fear), and how we can get out of our way and keep creating. 

To entice you into reading it in it’s entirety, we highlighted 6 quotes that get us thinking.

“Making art means working in the face of uncertainty; it means living with doubt and contradiction, doing something no one much cares whether you do, and for which there may be neither audience nor reward. Making the work you want to make means setting aside these doubts so that you may see clearly what you have done, and thereby see where to go next.”

“....those who continue to make art are those who have learned how to continue- or more precisely, have learned how not to quit.”

“Making art can feel dangerous and revealing. Making art precipitates self-doubt, stirring deep waters that lay between what you know you should be, and what you fear you might be.”

“Art is like beginning a sentence before you know its ending. The risks are obvious: you may never get to the end of the sentence at all- or having gotten there, you may not have said anything.” 

“Simply put, making art is chancy- it doesn’t mix well with predictability. Uncertainty is essential, inevitable and all-pervasive companion to your desire to make art. And tolerance for uncertainty is the prerequisite to succeeding.”

“In the end it all comes down to this: you have a choice (or more accurately a rolling panel of choices) between giving your work your best shot and risking that it will not make you happy, or not giving it your best shot - and thereby guaranteeing that it will not make you happy. It becomes a choice between certainty and uncertainty. And curiously, uncertainty is the comforting choice.”

Harold Julian has been working with FCB on a series of portraits for the Blood Equality, an organization thats mission is to change the FDA ban of gay men donating blood. We wanted to know why agencies work on pro bono work and how they choose their causes. 

ETC: Why do agencies do pro bono work?

FCB Health: Pro bono work is in our agency’s DNA, and there are essentially 3 reasons: 1: To attract and retain the best people. 2: It elevates our game and forces us to think smarter and more stealthily. 3: We are humans. And we are lucky. We should be doing pro bono. We need to do it.

How do ad agencies select pro bono accounts that they want to work on?

Great ideas come from all over. FCB Health also created a “WHAT IF” initiative to proactively seek these kinds of projects. Usually it’s a passion project from someone on the team. A client or category often sparks an idea. Something in our lives or in the news strikes a chord.

How did Blood Equality evolve, or how did the project come to be?

A passion project from a team (Cameron + Marissa) sparked the original “what if” idea. It’s blossomed since then.

Tell us what Blood Equality is all about.

All blood is not created equal. At least that’s the message that gay and bisexual men are getting. Believe it or not, today gay men are banned from donating blood… even to a mother, child, husband, brother, or friend one… and even in an emergency.

Each year we turn away more than 600,000 pints of blood. Recently, a lifetime ban gave way to a new policy: gay men must now remain celibate for 1 year before they’re allowed to donate. So much for progress.

Every pint of blood is carefully screened – and it's time to put an end to a policy based on stigma, not science. There is no such thing as “gay blood” and treating it as something inferior cannot be accepted.

Blood Equality was created to spark dialogue, encourage scientific discussion, and accelerate the process towards a more rational, less discriminatory policy.

What does your campaign want to accomplish?  

Broaden awareness that a ban still exists, and accelerate the process to change the policy to one based on science, not stigma.

Has anyone whose taken part, or involved with Blood Mirror been effected by this discrimination or the FDA policy directly?

We all breathe the same air. Red blood courses through all of our veins. This policy effects all of us.

How large is the team of people that are assigned on this account at the agency? How large is the team if you consider everyone you’re partnering with?

It began as a small team, but has grown into a passionate tribe – at least a dozen at FCB Health, and 20+ including partners, notably GMHC. Everyone who believes in the mission can play a role.

With FCB Health being an ad agency specific to Healthcare and Pharmaceuticals, was there ever any fear that challenging the FDA mandate in this way would have repercussions to the ad agency at large?

It’s an interesting question, but we look at it this way: taking a respectful yet determined stance for a belief is something everyone should be entitled to.

The campaign partners with a few people and organizations, including Jordan Eagles and his fine art installation piece Blood Mirror. Can you tell us how the fine art piece and the ad campaign are linked? Can you tell us about the other partners you have for the campaign?

Our initial research turned up a range of people speaking out on the issue. Jordan’s work immediately caught our eye. It’s moving, human and powerful. We met him, and were instantly struck – and it was Jordan who suggested we partner and launch an FCB Health Artist-in-Residence program. We’re lucky to have his passion and his thinking to help guide the effort.

There is a questionnaire you must fill out before you donate blood.  That questionnaire assumes that people are going to be honest. Do you have any insight on if the FDA has thought about the possibility of people being dishonest about their sexuality?

We can’t read minds, but we’re sure the fact that the questionnaire is based on “the honor system” was considered. It’s faulty, of course, on many levels. But the good news: we have screening processes in place to balance self-reporting weaknesses. Our opinion is that the question “are you a man who has had sex with a man?” is a remnant of antiquated thinking, and does not reflect today’s understanding of blood safety.

What were the steps you took, or are taking, to build the campaign?

The structure is in 2 parts: build broad awareness, and spark meaningful debate and discussion. Everything is being considered: from Film, television PSAs, amazing photography (thanks to the genius Harold Julian), social media everywhere, a “Selfie” tool to allow broad engagement, scientific panels, you name it.

How did you find the photographer?

It was kind of old school: an FCB Health agency producer has a relationship with an incredible photography producer/rep, they talk, and we discover the campaign strikes the same chord. Then we all agree to try to create something magical.

You have a lot of mediums for the campaign, digital, print, photo, etc. How was this the initial creative (Look/Feel) for the campaign developed?

The look and feel is all about the issue: deep crimsons and dark shadows. It’s the aesthetic of the issue. Jordan’s Blood Mirror work greatly influenced the campaign style overall. We feel it’s still evolving.

The first set of ads were released early in 2016 and more ads that are coming out later this year. How has the visibility increased to the cause since the web site and the creative has been released?

It’s early still. We’re pushing it all out there – but the focus now is on amplification. The issue deserves more attention. And more eyeballs are the way to spark dialogue and promote the kind of discourse that can change policy. June 14 is World Blood Donor Day – we’re gearing up to make it a true springboard for bigger/broader/better.

What is next for Blood Equality?

More film. More photography. More amazing things. More partnerships. More people with followings joining us.  And, of course, more pressure to evolve the policy to something that treats every pint of donated blood with the respect it deserves.

What does the word “Fearless” mean to Blood Equality?

Being true. Being courageous. Being relentless.

Agency: FCB Health

Creative Director: Rich Levy, Mike Devlin

Copywriter: Marissa Kraft, Kit Tang, Ysabel Cacho, Emily Dias, Rebecca Miller, Casey Ross

Art Director: Cameron Pollard, Arnold Calderon, Olivia Acerra, Alex Lally, Thomas Kwak, Kari Bocassi

Production: Matt Hall, Ian Smith, Cassandra Bull, Grace Na

Art: Jordan Eagles (FCB Health Artist-in-Residence), Harold Julian (Photographer, ETC)

Art Production Partners: Joe Lombardo (Agent/Producer, ETC), Philip Pavliger (ETC), and Erica Chadwick (ETC)

Account & Strategy: Jill Rossi, Phoebe Restrepo, Joe Fisher, Connor Jones

April is upon us and therefore we have a new core value to explore this month with visuals, interviews and stories. But first, our introduction to FEARLESS. 

CORE: noun

the central or most important part of something.

VALUE: noun

a person’s principals or standard of behavior, one’s judgment of what is important in life.

FEARLESS: adjective

      1.  not afraid. brave.

The definition is quite simple, but being fearless is anything but. We would go so far as to say that it is one of the hardest emotions to muster up. To be fearless is to be free from the fear that holds us back from taking risks and creating. 

To be fearless is to understand that fear exists in human nature and it wears many disguises. Sometimes it cloaks itself in the disguise of confusion, sadness, shame or anger. 

When we are fearless we note those feelings and check in with ourselves and make sure that fear isn’t determining our choices and our actions. 

We recognize that it is our ongoing lifes’ work to stomp fear out so we can create. Creativity and fear cannot coexist. This is a universal law that the truth can’t argue with.

We created a mood board of our artists work to illustrate what #ETCfearless is. Whether it is taking risks with a new lighting technique, photographing athletes who train fearlessly, or photographing a model who seeks to redefine society’s definition of beauty - these are image that inspire us. To see more, visit our Pinterest board.

As a collective, we know the following things are true:

1. There Are No Rewards Without Risk.

2. Creativity and Fear Cannot Coexist.

3. Being determined, gritty, unflinching, adventurous, encouraged,   reassured, undeterred, emboldened, confident, venturesome, hardy, fun,     daring, or gutsy are all in alignment with being fearless. The best part of     being fearless is that you get to choose which synonym to be, when.

4. Be Afraid and Act Anyway.

CORE: kôr/

noun

1. the central or most important part of something.

VALUE:  val·ue

ˈvalyo͞o/

noun

1. a person's principles or standards of behavior; one's judgment of what is important in life.

Core Values. These two little words have so much meaning to us.  

Our firm uses our core values to attract the type of artists we wish to curate, people we want to talk to, and the business we want to attract.  

They help our agents inspire leadership within our company and illuminate the way forward toward building a successful lifestyle brand.

They drive our priorities and decisions on how we spend our time and resources, and help us to attract and retain talented and well-rounded people in our collective space.  

We use our core values when we need to make difficult decisions, reduce internal conflict and when we need to differentiate our brand from others.  

They are, our DNA, our culture and the fabric of what and how we do. 

And so, one day we had an idea.

We thought if these core values helped us align our group internally, what would happen to our conversations with others if we decided to share our core values with the world? We had a bit of an epiphany while we were developing and refining a new core value in January 2016. We realized that the work of defining who are to the point of absolute clarity is the also the primary pursuit of our clients and the brands they serve.

What possibilities could we create in our industry if we could align our agents and artists to our clients by way of investing everyone in the way we see the world?

We knew that our core values were a set of universally held beliefs and practices that ensure the best outcome for everyone at the table.  We knew that living with them gave us power in the now and created a space for us to be inspired by the future. We also remembered a time when they didn’t exist for us. That time was muddier. When our core values were born and came into being, we were all the better for it. They are nothing, however, if they are not shared.

So, we have chosen to do an experiment, if you will, by changing the every-day conversations we are having with our audience. We are seeking to change the conversations about buying and selling art for advertising, to speaking in every way to the things that make us tick, in the hopes of creating powerful interactions with the people we seek to do business with.  It would be an experiment in finding our tribe, people whom we want to work with and for.

We will introduce and share our core values here in this blog space.

You will see artist interviews, receive printed promotion and view customized libraries across all social media platforms from Instagram to Pinterest. We will seek to define and give life and shape to each core value in the hopes that you or your brand will be in the conversation about it with us. Perhaps you can even share some of your own that we can incorporate into our world.

Each month we will introduce a new core value by defining it, showing how our artists illustrate that core value in their work, and how that specific core value relates to our industry and the world at large. We’re excited to have you join us in the conversation with the hash tag #ETCmovement.

THE CORE VALUES OF THE #ETCMOVEMENT

#ETCLife

#ETCFearless

#ETCBelong

#ETCInspire

#ETCReal

#ETCInnovate

#ETCCurate

#ETCGrow