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Talking about it.

Marketing, sales, advertising - all forms of pursuasion – are the core tasks of corporate fim and video.

Education can take the form of pursuation as well--which is why film and video are truly powerful educational media.

Here, the task was to create a short film for AAA that would stimulate talk among teens about drinking and driving. AAA's mission is to make road travel pleasant and safe, so the project made perfect sense.

AAA needed not just any copywriter, but an experienced scriptwriter, a specialialist in writing for film and video, capable of delivering a strong, believable message in a dramatic script – one that would quickly gain the confidence of the target audience.

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Client List - Bill Henderson Freelance Writer

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AAA Foundation for Traffic Safety
Short Film to trigger teen discussion
Amram Nowak Associates, New York, NY

Mission: write an educational film script for teens, encouraging them to think and talk productively about drinking and driving. Challenge: establish instant credibility with the target audience--one that's bored with being talked "at" by adults. Approach: choose a problem that many teens struggle with on a daily basis--an addictive parent.

"ALCOHOLIC MOM"

 

EXT.- SUBURBAN MIDDLE SCHOOL - DAY
School's out. Throngs of kids are either heading for the busses, or waiting for rides. SUSAN, 13, a pretty, sensitive middle-schooler, is waiting for a ride. Her friend JUDY, 13--not quite as pretty, not quite as sensitive, but true-blue--skips up to her.

 

JUDY
Hey, girl, where you going?

 

SUSAN
Got a dentist appointment, over at the Mall. My mom's picking me up. (brightening) Hey, you wanna come? We could go shopping or something afterwards.

 

JUDY
Okay. Let me just call my mom first--

 

SUSAN
(smiling)
Great!

 

MOM's car SQUEALS to a stop at the curb, in front of the kids. Mom rolls the window down. Her face is red and her eyes glassy.

 

MOM
(slurring, too loud)
Hi, kids! Where's my beautiful daughter? Anybody seen her...?

The kids smirk, slighly embarrassed: they can see there's something unusually gross and overblown about Susan's mom. Susan is stunned and mortified. She bites her lip and steals a glance at Judy. Judy hesitates, uncertain, then seems to make a decision. She smiles at her friend.

 

JUDY
I'll just call my Mom. Meet you at the car-- She runs toward the phones. Susan turns and looks at Mom apprehensively, then walks to the car like a whipped dog.

 

INT./EXT. MOM'S CAR - ON FREEWAY - MOVING - DAY

Susan and Judy are riding in the back seat together, in silence. Mom looks back at the girls--and the car swerves.

 

MOM
Ooops! Eyes on the road, huh?
(turning around again)
I love your hair that way, hon. Did you get any compliments today?

 

SUSAN
(sullen)
I dunno....

 

MOM
(laughing)
I bet the boys noticed. Any compliments from the boys?

 

SUSAN
No.

She looks down, enduring Mom's chatter in silence. Judy looks out the window, clearly uncomfortable.

MOM
I don't see why not. You look like a million dollars, hon. It's perfect, perfect. I don't know what you were so worried about. It's just...fabulous, don't you think so, Judy?

 

CAMERA explores the girls' tension and embarrasment

 

MOM (CONT'D)
I mean, don't you?
(way too loud)
Don't you, Judy--?

 

SUSAN
Mom--

 

JUDY
Um, yes, ma'am.

 

MOM
I mean, I just can't believe you didn't get any compliments on it, it looks so fantastic and so...fabulous. I mean, what in the world did you get so upset over, anyway, hon? Y'know, Judy, she was so worried she was almost in tears. But don't you think it's just a fabulous hairdo--?

 

SUSAN
(an angry outburst)
Mom, would you just drop it, please?

 

MOM
Well. You don't have to get so... snappy and all. I'm only interested.

 

BEAT of silence.

 

MOM (CONT'D)

How's your mom, Judy? I haven't seen her in ages...

 

[end of excerpt]