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Film Roman Produces PSA for Partnership for a Drug-Free America

Producer of "The Simpsons" and "King of the Hill" By DMN Staff Writer
Drugs are bad for your body thats the message in a new, youth-targeted animated television public service announcement from the Partnership for a Drug-Free America (PDFA). Created by Film Roman Commercials, ?The Works visibly illustrates how drugs can break ones body down.

The 30-second spot was produced in-house by Film Roman Digital who utilized a combination of Adobe Software, including Photoshop, Illustrator and After Effects. A 17-time Emmy winner, Film Roman is best known for its work on the prime time hits "The Simpsons" and "King of the Hill." Last year, the company launched a dedicated unit for Special Project production, including commercials, music videos, Internet animation and corporate branding.

The ad, targeting 6- to 8- year-olds, will begin running in pro bono media mid- to late-January. Research has shown that although this audience is extremely media-savvy, their views on drugs are simple and straightforward: unlike their teen counterparts who tend to have complex views about different drugs ranging from tobacco to marijuana to heroin younger children understand all drugs to be bad. In ?The Works, Film Roman engages children with a combination of playful, industrial rhythms and a whimsical depiction of the human body working as a well-oiled machine. When the machine gets the proper fuel, it works fine, but when drugs enter the system, the machine breaks down.

Scene from "The Works" (Click for larger image.)
?It was really important for us to produce a spot that had an immediate impact on a young kid, said Kathee Schneider, vice president and executive producer of Film Roman Commercials. ?Its a real challenge to grab and hold a young persons attention while reinforcing the message that drugs can be dangerous, especially in this media saturated world.

?Film Roman came through at a very critical juncture for the Partnership, said Liz Bagot, associate director of creative development, PDFA. ?Research shows this group of kids believes drugs are bad, however, its important that that message is reiterated often, and communicated creatively. Here we intend to do just that.

?The Works will run in pro bono media via the Partnerships State and City Alliance Program. This program consists of a group of 54 member groups who deliver PDFAs ads at the community level in the top 75 media markets, reaching more than 96 percent of all U.S. television households.

Creative Credits for ?The Works:
Kathee Schneider, executive producer
Eric Radomski, director
Tanya McClure, director of digital animation

For more information on FIlm Roman, go to

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Related Keywords:animation, television, Film Roman, Simpsons, PDFA

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