Connections - January 2009 - (Page 8) Passionate Calling stark and editorial. “He could tackle incredible nuances in his photography,” said Gayter. From there, models for the ads poured into the couple’s office. They were all volunteers. Gayter spoke with each model individually so they would understand the weight of their actions. “I showed them the concept and the copy. I asked them time and time again ‘Do you realize what you’re doing? Do you realize how you will be portrayed?’” said Gayter. There was this one man who was a teacher. He was going to be portrayed in a bad light on the Internet. “We had to be sensitive and let him know very clearly that people’s responses would be very emotional to this. We all felt emotional,” said Gayter. When Nicholas created the copy for the ad, she went through the painstaking process to make sure it was powerful and at the same time both politically and legally correct. All of the words and scribbling on the couple’s notepads came together in the slogan: We’re here because they’re out there. “It just hit us so emotionally. ‘We’re here’ implied the National Center for Missing and Exploited Children. And 8 | Connections | January 2009 http://www.cornerstonedesign.com http://www.cornerstonedesign.com
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