Robin Hood Responds in New York

The Robin Hood Foundation, a charity organisation in New York, targets poverty in NYC by finding and funding the best and most effective programs and partnering with them to maximize results. Their latest campaign, “Robin Hood Responds,” used web (Gallery, Flickr, Facebook and Twitter), TV, and the Gala’s centerpiece films, a series of six documentary-style shorts, featuring real-life subjects afflicted by poverty and empowered by the many programs funded by Robin Hood.

Robin Hoods Responds commercials

The new season of UK football on Sky Sports and Sky Terrestrial networks has been kicked off with “Start of Season”, a TV advert designed to pick up the emotions felt by football fans everywhere.

Each presentation carries a theme, representing the many facets of life that poverty affects, revealing the ways in which Robin Hood reaches out, its process, and the organizations it works with and funds. With the live screening at the Gala, the campaign kick-off, the audience got an intimate look at unique cases of poverty and the often-overlooked nuances that exacerbate it.


Robin Hood helped start 3 of the 4 most effective charter schools in New York. William is a fourth grader at Excellence Charter School of Bedford Stuyvesant, a boys school built by and supported by Robin Hood. Every single boy in his class scored at or above grade level in math, compared to less than 75 percent in the surrounding district.

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Robin Hood is the largest single supporter of The Food Bank For New York City, which supplies more than 1,000 pantries and soup kitchens in all 5 boroughs including Part of the Solution (POTS). Cheyanne celebrated her birthday at POTS. Without POTS, there wouldn’t be enough money for Cheyannes mother to pay the rent.

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Robin Hood funds parenting and early childhood programs that are proven to reduce abuse, improve academic performance and even reduce crime. Jennifer escaped an abusive relationship, but when her younger son Massiah showed severe behavioral issues, she felt unable to cope. Play therapy helped her and her son.

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Last year, Robin Hood helped prevent 3,000 evictions and placed more than 1,300 families in difficult-to-secure public housing slots. Frank was recently laid off. Within a few weeks, he couldn’t afford to feed or shelter his wife and two young sons. Help came just in time from a Robin Hood-funded family housing program.

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For New York’s poor, access to health care is limited. Robin Hood brings caring doctors and medical treatment to families who would never receive it otherwise. When Denise and Johns third child had medical problems, they rushed him to a nearby Robin Hood-funded Children Health Funds mobile medical van. It saved his life.

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Working with Robin Hood were Arthur Bijur, Cliff Freeman and Partners and client producer Carin Zakes.

The campaign was developed at Collective Production, New York, by director David McNamara, executive producer Michael Garza, producer Ivy Dane, director of photography Predrag Dubravcic and Karl Hahn.

Production began with extensive interviews of potential subjects who best tell the Robin Hood story through first-hand experience. As McNamara and his team connected with these individuals – mothers, children, students, teachers, soup kitchen volunteers, and tireless workers via Robin Hood – compelling personal stories emerged and were ultimately interwoven in the final campaign.

“This is one of the most meaningful things I’ve done in my career,” says David McNamara. “The entire directorial process was rewarding, particularly the 3.5 weeks of preproduction, from casting and meeting the candidates to immersing not only in the subject’s stories, but also their environment.”

McNamara continues, “The Gala screening was the culmination of my experience learning and telling the stories of the film’s subjects. Many of them were seated in the audience and when I saw them on screen, I felt I did them justice. Ultimately, what I wanted to communicate is that these people aren’t just numbers, they’re hard workers who can’t catch a break.”

Filming was edited at Homestead Editorial by editors Charly Bender, Skip Duff, John Young, assistant editors Candice Williamson, Tameeka Ballance, executive producer Lance Doty, producer Lisa Kielt, assistant producer Kate Johnson, and graphic designer George Sepulveda.