United Methodist Communications in the United States provided a quick response to the 12 January earthquake in Haiti, working with advertising and marketing agency BOHAN to develop an integrated inspiration campaign. Their 15-second commercial features the simple image of clasped hands and a compelling message of prayer, response and how to help. The message directs viewers to 10thousanddoors.org for information on the many ways the church is responding and opportunities for personal involvement.
Beginning the day after the earthquake, they completed a message of hope and action from the people of The United Methodist Church and had it on its way to CNN, CNN Headline News and CNN.com in just more than 24 hours. A UMC photographer shot a fellow employee’s hands while the BOHAN creative team worked in a nearby edit bay at UMC’s production studios in Nashville. Simultaneously, other agency staffers worked with CNN to find available airtime for the spot.
The spot and the full version of “Back Where You Are” were made available at 10thousanddoors.org. UMC adapted the spot’s prayerful hands into other graphic assets, including a Facebook prayer wall, church bulletin covers, print advertisements, posters and a PowerPoint slide for use in worship services. Text on the three posters and print advertisements: “There are some miracles that come from heaven. Others can come from Kentucky, idaho and washington D.C.” “Of all the things earthquakes can destroy the human spirit is not one of them”. “Sometimes the most important thing america can export is hope”.
Credits
The Haiti response was developed at Bohan Advertising | Marketing, Nashville, by creative director/art director Jon Arnold, copywriter Dave Smith, UMC photographer Mike Dubose.
The spot’s music is an excerpt from a song entitled “Back Where You Are” by The Congress, a Denver band that includes Damon Scott, son of BOHAN’s director of finance Chrissie Scott. The Congress donated use of the song to the effort.