The PIA Agency launched a social justice campaign today. The San Diego based agency has produced an emotional short film called "Protect the Dream," highlighting the recent and recurring acts of violence and discrimination based on race and religion. The campaign intends to promote a unification across races and cultures.
The short film was created as the byproduct of an internal discussion at the agency in reaction to the escalation of racially driven acts of violence. The goal of the campaign is to elicit engagement from society, encouraging the audience to participate in the discussion via social media. The call to action promotes awareness under the hashtag #Together with the intention of fostering the healing power of love and compassion instead of giving in to violence driven by fear and ignorance.
Creative Director, Dave Clark, was inspired to create the film and has overseen the production. "We wanted to utilize our creative talent and passion for storytelling to create a message that could resonate with everyone. With recent events, I started to see a lot of racial division amongst friends and it made me evaluate how this affects the next generation. Especially with having children of mixed races, I wanted to create a message that could advocate for them and the future," Clark stated.
PIA is a creative advertising agency emphasizing in video storytelling for global brands. Their main office is located in San Diego, with offices in New York and San Francisco. The owners, Cheryl and Cliff Pia believe in an ethnically diverse work environment and culture that promotes people first. The agency is woman-owned and WBENC-certified. They have worked with clients such as HP Inc, Hewlett Packard Enterprise, Pepsi, Sony, Microsoft, Virgin, P&G, ResMed, Adobe, and Disney.