“A Victim is a Victim”- This Powerful PSA Uses One Story to Tackle Two Tragedies | American Cancer Story
Guns now surpass cancer as leading cause of child deaths. American Cancer Story Film uses survivor’s story to demand change. #EndGunViolence
In a poignant blend of art and advocacy, Change the Ref delivers a powerful narrative that intertwines the devastating realities of gun violence and pediatric cancer. Inspired by sobering statistics from the Centers for Disease Control (CDC), which designate firearms as the primary cause of child and teen deaths, the film serves as both a mirror reflecting societal woes and a rallying cry for change.
Released on American Cancer Story ahead of the 25th commemoration of the Columbine school shooting, the film beckons viewers to share its message and demand immediate action from policymakers. Additionally, the initiative aims to raise funds for ten pediatric cancer charities, amplifying its impact beyond the screen.
At the helm of this groundbreaking project are Patricia and Manuel Oliver, co-founders of Change the Ref, who bring a personal perspective to the forefront. Patricia, embodying a school teacher in the film, emphasizes the interconnectedness of gun violence and cancer, stressing that a victim is a victim regardless of the affliction. Manuel, whose son Joaquin fell victim to a school shooting, infuses the project with raw emotion, driving home the shared anguish experienced by bereaved parents.
The film’s creation was a collaborative effort, with acclaimed filmmaker Padilha at the directorial helm and James Valentine of Maroon 5 lending his musical talents to craft an evocative score. Their collective goal: to spark dialogue and inspire tangible change.
Padilha, known for his work on socially relevant narratives, underscores the film’s significance, expressing hope for its capacity to catalyze societal transformation. Valentine, drawing from personal experiences and societal observations, echoes this sentiment, citing his longstanding concerns about pediatric cancer and gun violence.
As per the latest CDC findings, gun violence has tragically eclipsed other causes to become the leading killer of American youth, surpassing even car accidents and pediatric cancer. This grim reality underscores the urgency of initiatives like CTF’s film, which endeavors to shift the narrative and safeguard the future of generations to come.
In a landscape marred by despair, Change the Ref’s cinematic endeavor stands as a beacon of hope, reminding us of our collective responsibility to effect change. As viewers engage with this stirring tale, they are not merely spectators but participants in a movement poised to rewrite the story for America’s children.
About Change the Ref
Change the Ref is driven by a mission to raise awareness about mass shootings through creative means, aiming to diminish the influence of the NRA on the Federal level. Their focus lies in highlighting the NRA’s questionable tactics in influencing lawmakers, with the ultimate goal of inspiring solutions crucial to alleviating the enduring grief of mass shooting victims, survivors, and their families. Central to their approach is the empowerment of youth, recognized as future leaders, equipping them to spearhead change on critical national issues through education, dialogue, and active engagement. Those interested in joining the fight against the gun violence epidemic and contributing to the prevention of future tragedies are encouraged to visit ChangeTheRef.org.
Credits
Client: Change the Ref
Campaign: American Cancer Story
Agency: Klick Health
Writer & Director: José Padilha
Writer: Rich Levy, Klick Health
Writer: Bernardo Romero, Klick Health
Writer: Tim Jones, Klick Health
Production Company: Taking Over Films
Producer: Douglas Costa, Taking Over Films
Cinematographer: Adolpho Veloso
Editor: Marcio Hashimoto
Sound production company: AudioInk
Film score: James Valentine, Maroon 5
VFX: Pierre Buffin, BUF Company
Post-Production: BUF Company
Producer: Jen Martin, Klick Health
Producer: Laura Denham, Klick Health
Creative Director / Copywriter: Amy Fortunato, Klick Health
Creative Director / Art Director: Andrea Bistany, Klick Health
Associate Director, Creative Video Production: Spencer Brown, Klick Health
Creative Director / Art Director: Travis Borgess, Klick Health
Creative Director / Art Director: Brian Umali, Klick Health
Business Affairs: Tamika Knight, Klick Health
PR: Sheryl Steinberg, Klick Health
PR: Marisa McWilliams, Klick Health
Communications: Erin O’Sullivan, Klick Health
This campaign is about:
Gun violence statistics USA, Leading cause of death for children USA,, Gun violence in schools USA, School Shooting, American Cancer Story
