Hooah Production Studios Tackles Budget Restrictions for Military PSAs

Published on in Miscellaneous

Contributed by: Vice President / Executive Producer at Hooah Production Studios, Tanya Zeiher

Department of Defense spending cuts are no secret to many government contractors. Working within lean budgets are the way of doing business with the government and in particular, the military. 

Hooah has had the great benefit of providing services to many government agencies, including several branches of the military. For one particular project, we were contracted to produce a series of public service announcements (PSAs) for military use to educate Service members on "the dangers of designer drugs” – with an emphasis on the military’s zero tolerance policy concerning the use of such substances.

The initial challenge involved presenting the subject matter of both PSA sets in a way that would connect with their target audience, 18-to-35-year-old Service members, and 
motivate them to the desired behaviors. The original concept was for all PSAs to be live action. The Zero Tolerance spots would use actors and be shot aboard active naval ships and at military bases. However, sequestration, which occurred in early 2013, took effect and the project’s travel budget was immediately cut.

The Hooah Production Studios team had to go back to the drawing board and quickly determine several alternate courses of action. We came back to the client with a proactive, innovative solution to the limitations imposed by sequestration, proposing that all spots be produced as motion graphics-style animation. 

Benefits in approaching the PSAs in this manner included not only cost, but the capacity of animation’s innate ability to deliver a message in a manner more easily accepted by audience members than when conveyed through live actors. This would be especially helpful in the case of the Zero Tolerance spots, as the scripts used an element of humor to engage the audience (and bypass their defenses against being “preached to”) before delivering the impact of the consequences that come with using illegal substances. 

Hooah’s production team went to work and the spots soon came to life as animated music videos. Two original songs were written as country-western and reggae, each relating the tale of a Service member who went down the road of using a banned substance and was dishonorably discharged as a result. The final products display the strong education-through-storytelling techniques that Hooah Production Studios brings to every project. Each Zero Tolerance PSA effectively engages the target audience members, making them receptive to heeding this important message.

Working with the government or the military in particular requires thoughtful execution and sensitivity to budget restrictions. And it cannot come at the cost of creativity. Interested in learning more about Hooah Production Studios? Visit our website at HooahStudios.com.

ProductionHUB ProductionHUB Logo

Related Blog Posts
Threaded Films Creates Dynamic, Interactive Experiences Remotely on Twitch via Panasonic PTZ Cameras
Threaded Films Creates Dynamic, Interactive Experiences Remotely on Twitch via Panasonic PTZ Cameras
Threaded Films, a boutique production studio in Chicago, IL, partnered with creative team, Project Adventure, and Twitch software developer, Warp World, for their latest film project. They quickly realized the need to modernize their studio to fulfill their goal of creating a new style of dynamic and interactive content. To meet the demands of the project, Threaded Films needed affordable yet feature-rich technology to be used in their home studio to boost creativity and execute a live production remotely—all while adhering to shelter-in-place mandates.
Published on Friday, October 9, 2020
Authenticity in Political Voiceover This Season
Authenticity in Political Voiceover This Season
The 2020 election cycle has seen record ad spending as candidates vie for the attention of voters who have spent the last six months home consuming content on every device imaginable. But even before the COVID-19 pandemic began, the Democratic primary was the most expensive in history, with $1 billion in campaign media spend.
Published on Wednesday, September 30, 2020
The critical importance of adopting virtual production
The critical importance of adopting virtual production
As lockdown restrictions start to ease around the world, one of the key consequences that is starting to come to light regarding the Covid-19 pandemic has been its role as an accelerant. Certain trends within the industry were already well under way, such as the growth of remote, collaborative workflows in post production or remote contribution for live events. But Covid-19 has moved these very rapidly from being a nice option to becoming an absolute necessity, and next on the list is virtual production.
Published on Friday, August 28, 2020

Comments

There are no comments on this blog post.

You must be logged in to leave a comment.