Digital Storytelling Elevates Cause Marketing
AMS Pictures produced a PSA for the American Diabetes Association, and it is being premiered this Saturday, September 29, at the Dallas Video Fest in the “Doing the Right Thing” program. You can stop by and see it around 3:30 p.m. at the Dallas Museum of Art.
This is very exciting for us here at AMS Public Interest, and so we thought we would share some of our excitement with you! Instead of just showcasing the video again we thought we would let you peek behind the storytelling curtain and learn a little bit about the making of the PSA.
To do this we had our Social Engagement Manager Brett Reisman sit down with Jessica Espinosa, who produced the piece. Hope you enjoy!
Brett: Hi, Jessica! Happy autumn to you! Do you miss summer?
Jessica: Ha, ha—no, I don’t miss the heat, if that’s what you mean!
Brett: From pre-production to production and post, what were some of the best moments and memories from this project?
Jessica: In pre-production, my favorite part was working on the script. Being able to bring an emotional, personal experience to the table is better than any therapy.
In production, it was being able to work with Taylor Witt (DP), Tim Wylie (Director) and the wonderful staff at Cowboys Stadium to capture the essence of such an amazing building.
And in post, watching the great Burley Vandergriff bring his unique style to the table and give life to this spot was so much fun!
Brett: The AMS website describes “Numbers” as a cause-marketing PSA. What are some of the ways that it is a public service announcement?
Jessica: It brings awareness to an epidemic that affects so many lives. We all know someone with diabetes, but what most people don’t actually realize is the struggle that comes with this disease. This piece uses real numbers to shed light on the growing epidemic of diabetes.
Brett: The spot has been described as a piece that “demonstrates the power of digital storytelling for social good.” How does it accomplish that?
Jessica: I feel this spot brings the viewer into the reality of the situation. The numbers are staggering, and this spot helps the viewer see, in a relatable context, just what that number represents. To see the iconic Cowboys Stadium, a place that is usually filled with tens of thousands of Americans—to see it empty—that’s the story’s hook that really shows you how rampant diabetes truly is.
Brett: The spot is being screened at the 25th Annual Dallas Video Fest during the “Doing the Right Thing” program. What does it mean to you as the producer of “Numbers” to see the spot get this kind of recognition?
Jessica: It’s very humbling and a great honor to see the spot shown in this context. My stepmother struggled for years with Type 1 diabetes. I watched this disease take her sight and eventually take her ability to walk without assistance. The medication, blood sugar monitors, diet restrictions, needles—those were all a part of my childhood. Less than a year before I produced this piece, we lost her to cancer.
Over the years, the diabetes had weakened her body so much that when the cancer came, she didn’t stand a chance. It was three months from diagnosis to when she passed, and that day was the hardest day of my life. As much as it hurts that she will never get to see me walk down the aisle and my future children will never get to hear her laugh, I am grateful that she doesn’t have to suffer anymore. Diabetes is a cruel disease that is with you every minute of every day, and I am grateful to have the chance to bring awareness to it.
To learn more about the American Diabetes Association, click here.
To learn more about the Dallas Video Fest, click here.