Client: Letʼs Stop Anger

Project: 30-second TV
Create a logo for Letʼs Stop Anger

Background:

Letʼs Stop Anger is a Non-Profit Organization formed in 2016 by various groups of psychologists,
sociologists and community organizers. Its aim is to provide citizens with safe spaces to gather and
air out their grievances and anger (kind of like Town Hall meetings). The organization wants people
to see they are not alone in their anger and perhaps discover they have more in common than just
being pissed.

People are angry. Theyʼre angry about politics. Theyʼre angry at not having a job – or at their sh!t-
paying job. Theyʼre angry at the traffic. Theyʼre angry at immigrants. Theyʼre angry at the police.
Theyʼre angry about healthcare. Theyʼre angry the American Dream has died. Theyʼre angry about
global warming. Theyʼre angry at the bank. Even the mailman makes people angry. You name it,
somebodyʼs angry about it. WTF - all this anger?!

In 2016, Esquire Magazine and NBC News conducted a survey of 3,000 Americans across all
regions, races, incomes, religions, etc. and found some startling stats. You must read this Esquire
article for background: http://www.esquire.com/news-politics/a40693/american-rage-nbc-survey/

Purpose/Objective: create awareness that this non-profit is here to help try and manager the
anger out in the American culture.

Promise/Benefit:
This is a great way to work through and manage your anger before your head explodes.

Target Audience:
Angry people, M/F, ages 35 YO and up. They are middle-class, all races and fearful their way of
life is disappearing.

Tonality: You decide.

Mandatories: Create a logo for Letʼs Stop Anger. This should be the sign-off for the spot with the
website URL: LetʼsStopAnger.org - and the social media hashtag: #StopAnger;
This needs a call to action: such as, “Find an event near you.”

Media: Network Cable – national and spot market (various news, sports & entertainment
networks).

Due date: Storyboard due Tuesday, 2/21 (with typed summary paragraph)

Substantiation: See next page

Some of the findings from Esquire/NBC News research:

• Of those who see the gap widening between the rich and the poor, a majority (56 percent)
say the American dream no longer exists and that their financial situation is worse than they
imagined it would be. 55 percent say the U. S. is not as powerful as it once was.
• 73% of whites say they get angry at least once a day, as compared with 56 percent of
blacks and 66 percent of Hispanics.
• 77% of Republicans get angry at least once a day, as compared with 67 percent of
Democrats.
• The least angry household-income brackets: the very rich ($150,000-plus) and the very
poor ($15,000 and less). The most angry: the middle of the middle class ($50,000 to
$74,999).
• 53% of women say they're angrier (as compared with 44% of men).
• More specifically: 58 percent of white women and 51 percent of white men say they're
angrier (as compared with 44 percent of nonwhite women and 32 percent of nonwhite
men).
• 73% of Hispanics and 63% of blacks believe immigrants strengthen our country;
only 43 percent of whites agree.

• Compared with those who hold pro-immigration views, those who hold anti-immigration
views are significantly more likely to say the American dream is dead and significantly more
likely to say the U. S. was once - but is no longer - the most powerful country. This group is
twice as likely to say that white men are struggling to keep up in today's world.

• Three out of five white Americans think that police killings are isolated incidents;
three out of four black Americans believe they're part of a pattern.