SOURCE: Andrew Janson Group

October 09, 2008 08:00 ET

Andrew Janson Sparks Controversy With "Declare Yourself Redux"

Creative Force Behind "Declare Yourself" Injects a Disquieting Jolt to Norman Lear's Edgy Campaign Featuring Jessica Alba

LOS ANGELES, CA--(Marketwire - October 9, 2008) - Declare Yourself, a national, nonprofit and nonpartisan campaign, is the brainchild of legendary film and television producer Norman Lear. The creative and branding for the campaigns in 2004 and 2008 were developed by Andrew Janson, designed to energize and empower the latest generation of young men and women, and motivate them to participate in our presidential election.

Using conventional advertising to deliver the message in unconventional ways, Declare Yourself challenges all Americans between the ages of 18 and 29 to register now and vote in the upcoming election. November's election reinforces the principle that the right to vote is the people's strongest voice in the direction our country will take, especially at this critical time in our history. The choices are ours to make. More than ever, because those choices impact the youth of America, their participation must be encouraged.

"The advertising uses provocative and shocking images to remind young adults that voting is one of the only times that no one can tell them what to think, what to say, or how to express their most heartfelt and deepest beliefs," said Janson. "The edgy ads visually speak the language that youth respond to. They challenge our audiences to declare themselves -- to let their voices be heard by registering and then voting -- [because] only you can silence yourself."

The images that graphically depict young Americans literally silencing themselves by sealing their mouths shut in an extreme variety of methods are working. The campaign has been the topic of conversation on a multitude of TV shows including Rachel Maddow on MSNBC and other news programs on NBC, Fox News and CNN. It's also been featured on The Insider and Extra, among others. In addition, it's garnering substantial editorial in the print media.

The Redux campaign focuses primarily on print insertions, making nearly 500 million impressions to the target audiences in the months of Sept. and Oct. These insertions mix a vertical media buy reaching niche youth audiences with the traditional horizontal blasts appearing in publications including: Flaunt, Paper, Vice, Anthem, Nylon, Tokion, Surfer, Thrasher, Bust, King, Rolling Stone, Seventeen, People, Time, Sports Illustrated and Entertainment Weekly. New images of two Jessica Alba ads wind up the buy through end of Sept. and Oct.

Janson has served as chief creative officer on numerous wide-reaching branding and marketing campaigns for advocacy clients including Oxfam America, The Festival of Children Foundation, The ACLU, Planned Parenthood Federation of America, Americans for Fairness in Lending, The Native American Indian Housing Council, The Elton John AIDS Foundation, The Salvation Army, The Pat Tillman Foundation and Girl Scouts of America, among others.

Formerly co-founder and chief creative officer of Los Angeles-based ad agency Benenson Janson, he has established Andrew Janson Group with strategic partner Kathleen Janson, CEO of Janson PR. They have offices in Los Angeles and Orange County Calif., and provide an innovative blend of creative branding, strategic communications, and thought-provoking advertising and programs to clients in a variety of markets (www.jansonpr.com). The electronic media kit is available at http://jansonpr.com/?page_id=314.

Agency:          The Andrew Janson Group
Client:          Declare Yourself
Medium:          Print
Chief Creative
Officer:         Andrew Janson
Art Director:    Andrew Janson
                 Kat Earnshaw
Copywriter:      Ian MacDonald
Designer:        Don Baker
Photographers:   David LaChapelle
                 Mark Liddell

Contact Information