LOS ANGELES – Rival Editorial cut a new :30 public service
announcement for Highmark Healthy High 5 (www.highmarkhealthyhigh5.org)
that warns of the mental and physical damage that can be caused by bullying.
The PSA was conceived by agency Mullen and presents kids as punching bags that
have been abused on a school bus, in a school cafeteria and even through text
messaging.
Punching Bag was
directed be Noble Jones of Alturas and is a call to action for bullying
education and prevention. Rival’s Adrienne Gits cut the PSA on an Avid with
Sophie Kornburg assisting.
The spot was onlined by Crawford Reilly at Vendetta. Lime
Studio’s Loren Silber handled the mix. Sean Coleman at Company 3 provided color
correction.