For release: January 23, 2009
For press information, contact Simone Notter Wilson (901) 678-4164
The Center for Multimedia Arts (CMA) at the University of Memphis' FedEx Institute
of Technology in cooperation with executive producer Howard Robertson of Trust Marketing
and Dan Conaway produced a new public service announcement (PSA) targeting domestic
violence. The Chill, Don't Kill PSA is a continuation of the anti-crime public service campaign for Memphis and Shelby
County's Operation: Safe Community (OSC), the anti-crime initiative of Memphis Fast
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Previous elements of the campaign included themes such as: No Deals, Gun Crime is Jail Time, and Blue C.R.U.S.H., which resembled an episode of the popular prime-time TV show COPS, and was also produced in collaboration with the CMA.
"Chill, Don't Kill" was written and produced to address the sharp increase of domestic
violence in Memphis in 2008.
"It was really important to us that the spot cuts through the commercial clutter on
television to reach and affect the target audience," says Robertson. "This was the
first spot of the campaign that was shot from the vantage point of the perpetrator,
which explains its powerful impact."
Since the commercial's premier in mid-January, OSC and the Memphis Police Department
have reported an increase of calls from domestic violence victims who now want to
speak out and cite the Chill, Don't Kill PSA as reason.
"The on-location camerawork and sensitive editing of Eric Wilson, multimedia producer
at the Center for Multimedia Arts, takes the viewer inside the problem from the perpetrator's
point of view; combined with Skip Pitt's gritty voiceover, it really brings the message
home," Conaway explains.