MUSE Gold

2018

Ordinary People

Entrant Company

The Marketing Counselors

Category

Video - Information

Client's Name

The Broadcasting Commission of Jamaica

Country / Region

Jamaica

The Broadcasting Commission has over the years shared public education messages on the importance of ratings to protect children from harmful content. The research showed that persons have come to know, appreciate and understand the ratings in Jamaica but are unclear as to what Rated PG means. The message "Parental Guidance" attempts to demonstrate that PG is not just another TV rating, but requires active participation on the part of parents, caregivers, and adults. It is an everyday ongoing responsibility, that when taken seriously engenders the right values among the youth. The main objective of this public education message was to remind parents and caregivers about the role that they play in protecting children from harmful content. The digital evolution calls for even greater parental responsibility as young people are now accessing content across multiple devices, in a largely unregulated environment. Jamaica has a 100% mobile penetration rate, with the majority of young people having access to the internet in all its uncensored, and unfiltered glory. Here's the challenge. Our client, The Broadcasting Commission only has regulatory remit over Free-To-Air TV, Radio and Subscriber Television, not the Internet.

The agency was tasked to come up with a public education message that addressed the access to the internet by young people and the role that parents will have to play without our client overstepping its regulatory framework and in a non-didactic fashion. In response, we came up with a piece that spoke to Parental Guidance in a broad sense, implying that PG extends to where ever young people are accessing content. The piece ends with the phrase - Parental Controls are available for all devices. We had to strike a balance that was subtle, yet effective.

Credits

Janine Sale
Brian St. Juste
Paul Thompson
Adrian Robinson
More Gold Winners
Advertising
2018
MUSE Advertising Awards - Westcan: Office Life On The Road
Westcan Bulk Transport

Entrant Company

Top Draw Inc

Category

Advertising - Online AD Campaign

Country / Region

Canada

Video
2018
MUSE Advertising Awards - Halloween Horror Nights Grab Taxi Event
Resorts World Singapore

Entrant Company

IrisWave

Category

Video - Event

Country / Region

Singapore

Marketing & Promotional
2018
MUSE Advertising Awards - The Only Living Boy in New York
Roadside Attractions

Entrant Company

Leroy & Rose

Category

Marketing Branding & Promotional - Poster Single

Country / Region

United States

Video
2018
MUSE Advertising Awards - Seek's Premium Ad Animated Explainer Video

Entrant Company

We Make Online Videos

Category

Video - Animation

Country / Region

Australia