WASHINGTON (March 29, 1999) -- Heal broken relationships before it's too late, urge the U.S. Bishops through a Catholic Communication Campaign (CCC) public service announcement launched in Holy Week, March 28-April 2.
The PSA, which focuses on the relationship between a father and daughter, is the last in a series of three ads distributed nationwide through the CCC "Reconciliation" series urging people to "make it right."
In the spot, titled "Conversation," a young woman, in close-up, is seen apologizing to her father over a long-festering argument. A wide shot reveals a different twist on the situation.
The ad is part of a media campaign developed by the CCC to bring values to people through the media. It was produced pro bono by the New York advertising firm of Saatchi & Saatchi. Previous ads in the campaign have aired on cable and broadcast stations throughout the country beginning last summer.
Pat Ryan Garcia, CCC's director of distribution, said the ads transcend sectarian boundaries and provide short vignettes of "very real dilemmas that everyone can relate to."
Earlier spots emphasized:
- A man scurrying around a house in the morning, apparently anxious about the upcoming work day. But he's not anxious about work; instead, he's nervous about an imminent meeting with his brother whom he hasn't talked to for years. That ad was released last August and has run on 219 TV stations and was heard more than 8,000 times on radio.
- A father watching a video of a family picnic. He looks sad as he views shots of his son, who's no longer in his life. "His son didn't die," a voice-over says. "He had an argument." The father reluctantly picks up a phone, only to put it down. That ad was released last September and has been aired on 104 TV stations and was heard 5,837 times on radio.
The campaign also includes a print component highlighting the campaign slogan, "If you think you can't make it right, you're wrong."
The spots provide a powerful message in a short period," said Ms. Garcia. "They touch people with a strong message."
Amy Martin of Saatchi & Saatchi, who worked on the campaign, predicted that the spots would appeal to all viewers, whether they are Catholics or of some other faith or express no faith at all.
"It's a feel-good message that reconciliation is something that they should address in their daily lives," one viewers will get, said Ms. Martin.
Pope John Paul II has called on people to work for reconciliation going into the Third Millennium.
"All people have someone in their lives with whom they have had a falling out, someone whom they don't think everything is right with," she said. In such situations, Ms. Martin said, "it's hard to make that first move. There's a need to take baby steps to fix that relationship."
The ads offer an inducement for viewers to take that step. The message, said Ms. Martin, is ultimately an optimistic one. "There's always hope. There's always a way to make it right with that person," she said.