The Simon Foundation Film Rude2Respect by Group Chicago

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Industry Public awareness
Media Film
Market United States
Agency Group Chicago
Creative Director Kurt Meinecke, Barbara Lynk
Production Calabash Animation
Creative Director Wayne Brejcha
Producer Sean Henry
Released December 2016

Credits & Description

Client: The Simon Foundation
Project: “Rude2Respect”

Agency/Design: Group Chicago, Chicago, IL
Founder/Creative Director Kurt Meinecke
Creative Director: Barbara Lynk,

Animation: Calabash, Chicago, IL
Creative Director: Wayne Brejcha
Executive Producer: Sean Henry

For more info about the Rude2Respect initiative:

Calabash Partners With Design Studio Group Chicago On PSA Rude2Respect Initiative
To Prevent Heath Care-Related Stigma
Video Uses Simple Animated Look To Deliver Powerful Message In Support Of Those Suffering From Health-Related Conditions That Result In Stares or Worse.

Health stigma hurts. That’s the simple yet powerful message delivered in the animated PSA for The Simon Foundation entitled “Rude2Respect,” animated by Calabash, in conjunction with the creative design studio Group Chicago. The video can be seen on YouTube, as well as at, affiliated social media channels and as part of various educational and marketing initiatives as the campaign evolves.

Meet Blue And Pink:
Opening with typography of their simple mission statement: “Challenging Health Stigma,” the PSA fades in to a warm yellow-hued wide shot from which the scene languidly emerges. It’s a warm, sunny day as two friends -- a short, teal-colored tear-dropped blob known simply as Blue and his slender companion “Pink” -- walk toward the camera. Blue nervously says, “I’m not sure about this,” to which Pink responds encouragingly, “You can’t stay home forever.”

From there the two embark on what seems like a simple stroll to get ice cream, but underlying that is a deeper message about how such common events can be fraught with anxiety for those suffering from an array of health conditions that often results in awkward stares, well-intentioned but inappropriate comments, or downright rude behavior. Blue and Pink confront all of these in the form of unseen, aggressive skateboarders; and a woman that means well but is definitely not helping, but they stick together and rise above the insults. The spot ends with the simple words “Health stigma hurts. We can change lives” followed by a link to

Based on illustrated characters created by Group Chicago’s Founder/Creative Director Kurt Meinecke, Calabash Creative Director Wayne Brejcha notes that early on in the creative process they decided to go with what he called a 2 and-a-half D look.