As we continue celebrating the launch of our new PSA campaign, we are delighted to share our recent interview with our colleague and friend, Mitchell Stuart, Co-Founder of HQ Creative. We spoke with Mitchell about the development process of the new campaign, what inspires him, and what he hopes people will learn from our new ads. Enjoy!
What does the When I Grow Up campaign mean to you?
Growing up, my family didn’t have that much in the way of material things. As the youngest of three children, even in my formative years my siblings encouraged me to see beyond what was and that anything is possible if you can dream it and do the work.
When I first met Vicki and Fred nearly 20 years ago, I was just finding myself as a director and storyteller (and starting our agency, HQ Creative). Their strength in pursuit of helping others and love of family inspired me to connect the dots to the gift my sister and brother gave me…the power of dreams. IF these children we’d introduce could dream of growing up, then they could fight to overcome the challenge of PI and live full positive lives.
What was your favorite part of developing and creating the new campaign?
Personally- it was the family reunion aspect. The JMF/HQC family takes such pride in watching the children we work with accomplish so much in their careers. Often, it’s their first or second professional job. So, when Vanessa shared that the PSA distributors were interested in continuing the “When I Grow Up campaign,” it quickly became clear that we had to ask Sam (our Teacher) and Olivia (our Dancer) to return all these years later. They and their families had all become like family to Fred and Vicki, so we had faith. Once they agreed, then professionally as a creator, I realized we had a chance to do something very few in this arena ever have done - tell the continuing story of these characters as they do in fact Grow Up, holding onto their dreams, while facing the daily challenges of PI.
What do you hope viewers learn or come away with when they see the new ads?
3 simple things:
- Parents should know the 10 Warning Signs, and if they apply, get help.
- As people get older, PI is not something one grows out of. The condition remains, and just might have been missed by their caregivers. So, the 10 Warning Signs apply to “children of all ages.”
- Dreams are our most personal precious resource. Never give up on them regardless of where they lead.
What does JMF’s global mission mean to you?
Bluntly, JMF’s global mission has become part of my personal and professional DNA. Professionally, they took a chance on HQ and me very early in our history. I believe we connect with people through the positivity of our message. That connection allowed JMF’s mission to reach and impact the lives of so many children and their families. Personally, I can never repay the debt I have to them.
These campaigns helped give me my professional purpose, and in their evolution into a truly global force for healing, proved that my siblings who inspired me were right, anything IS possible.