Defense Media Activity "Zero Tolerance Policy" Series
Johnny Got Busted
Defense Media Activity (DMA) is the Department of Defense’s line of communications for news and information to U.S. forces worldwide. Hooah was contracted to produce 59-second public service announcements (PSAs) for use by the U.S. Navy on the dangers of designer drugs (“spice” and bath salts), emphasizing the Navy’s zero tolerance policy toward these substances.
Our team wrote the scripts and songs for the Zero Tolerance spots, which we produced as music videos. The use of motion graphics provides an advantage through animation’s ability to deliver a message in a way that is more easily accepted by audience members than when conveyed through live action.
Based upon our research on the music genres with the widest appeal to the target audience, we wrote the songs as country-western and reggae, each relating the tale of a Sailor who went down the road of using a banned substance and was dishonorably discharged as a result.
Bringing the Zero Tolerance spots to life also involved meeting the Navy’s requirement for accurate depiction of Navy ships, equipment, on-board environment, uniforms and personal grooming standards. Animation duties were delegated among team members, who were responsible for building the background environments, creating the characters and adding color. Synchronizing character movement and scene changes with each song were done to seamless effect.
The Zero Tolerance PSAs are being used by DMA for viewing on American Forces Network (AFN), which provides satellite television services directly to U.S. Navy ships.
- Creative Concepts
- Creative Writing
- Motion Graphics