Church TV spot wins award for creativity

"Service on the Run," a public service announcement produced for the observance of the Relief Society's 150th anniversary, has received a Clio Award for creative and production excellence.

" `Service on the Run' depicts a woman supporting a neighbor with small gestures of kindness," explained Relief Society Gen. Pres. Elaine L. Jack. "A young woman arrives home to find a letter from an elderly woman whom she has helped many times, but has never met face-to-face. As she reads, the voice of the older woman unfolds the story."While jogging on a rural road one morning, the young woman notices that newspapers are being left uncollected at the end of a long driveway. She carries the papers to the doorstep, thus beginning a daily routine of anonymous service. The elderly woman's voiceover continues with gratitude for this small gesture that has meant so much to her while she was nearly homebound. The spot closes as the two embrace, now linked by the bond of selfless service."

The Relief Society public service spot was a collaboration of the Relief Society and the Church's Missionary, Audio Visual and Public Affairs departments.

Produced by Bonneville Communications, the spot was honored in the "Television/Cinema National Public Service" category. It is part of the Church's "Homefront" campaign, a series of public service announcements that have been distributed for more than 20 years to more than 1,200 television stations and 11,000 radio stations in the United States and Canada.

Introduced in 1971, "Homefront" continues to be the most highly broadcast and awarded public service advertising campaign in the U.S., having received two Emmy Awards and numerous other national and international advertising honors.

The Clio competition drew more than 6,000 entries from 15 countries and 232 U.S. cities. The public service announcement category had the second-highest number of entries.

According to Michael Dunn, writer and producer of the spot, entries addressed a variety of social issues.

"The fact that the judges chose our campaign over other entries is a credit to the Relief Society for promoting the fundamental value of personal service," Brother Dunn said.

The award was presented recently at a ceremony hosted by Tony Randall in New York City's Waldor-Astoria Hotel.

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