Recently, Moroch Partners and Tribe Films teamed up to help the Taylor Hooton Foundation educate people about the dangers of anabolic steroid use. The Taylor Hooton Foundation (THF) was formed in 2004 in memory of Taylor E. Hooton, a 17-year-old high school student from Plano, TX.
Taylor took his own life on July 15, 2003 as a result of using anabolic steroids. Today, THF is the leader in educating youth and adult influencers on the dangers of anabolic steroids, human growth hormone (HGH), dietary supplements, and other appearance- and performance-enhancing substances.
Recently, Moroch Partners and Tribe Films teamed up to help the Taylor Hooton Foundation educate people about the dangers of anabolic steroid use. The Taylor Hooton Foundation (THF) was formed in 2004 in memory of Taylor E. Hooton, a 17-year-old high school student from Plano, TX.
Taylor took his own life on July 15, 2003 as a result of using anabolic steroids. Today, THF is the leader in educating youth and adult influencers on the dangers of anabolic steroids, human growth hormone (HGH), dietary supplements, and other appearance- and performance-enhancing substances.
Moroch has been a supporter of The Taylor Hooton Foundation for years and was thrilled to get the support of a Dallas based video production company, Tribe Films, to help tell a compelling story in video about one of the most disturbing issues surrounding steroid use.
Today, one of the fastest growing user groups of anabolic steroids is teenage girls. Far from the stereotype of the muscle-bound male jock, it’s often teen girls battling body issues who are driven to dangerous methods to achieve what society deems “the perfect body.” Overall, 62.5% of anabolic steroid users use them to improve their looks. Teen girls are no exception.
Brad White, Executive Creative Director at Moroch, wanted to find a way to dispel the myth of the typical steroid user. “People have preconceived notions of who takes steroids; our goal was to flip that narrative in a surprising way,” White said.
Once Moroch and Tribe agreed on the goal, the next step was finding a director that would be able to bring this story to life. “We wanted to find a director who could identify with the story and really bring it to life”, said Jeremy Robinson, Tribe Films CEO. “It was important to have someone that could make this a personal endeavor.” They ultimately submitted Danielle Calodney. “As a former McKinney TX, cheerleader, I’ve lived the pressure the girl in our video is living. People rarely understand the pressure to conform to a certain standard that these girls face,” Danielle said. Her dedication to this project was obvious in the final product.
In the video, we’re introduced to a male teen athlete moving through his workout. As he does, he rattles off the dangers of anabolic steroids as though he couldn’t care less about them. Then, facing the camera, he informs us he doesn’t take steroids. But his sister does. We then cut to his sister at school in the girl’s restroom gazing at herself in the mirror. It’s a disturbing reveal that leaves the viewer with a new perspective on steroid users.
Moroch has been a supporter of The Taylor Hooton Foundation for years and was thrilled to get the support of a Dallas based video production company, Tribe Films, to help tell a compelling story in video about one of the most disturbing issues surrounding steroid use.
Today, one of the fastest growing user groups of anabolic steroids is teenage girls. Far from the stereotype of the muscle-bound male jock, it’s often teen girls battling body issues who are driven to dangerous methods to achieve what society deems “the perfect body.” Overall, 62.5% of anabolic steroid users use them to improve their looks. Teen girls are no exception.
Brad White, Executive Creative Director at Moroch, wanted to find a way to dispel the myth of the typical steroid user. “People have preconceived notions of who takes steroids; our goal was to flip that narrative in a surprising way,” White said.
Once Moroch and Tribe agreed on the goal, the next step was finding a director that would be able to bring this story to life. “We wanted to find a director who could identify with the story and really bring it to life”, said Jeremy Robinson, Tribe Films CEO. “It was important to have someone that could make this a personal endeavor.” They ultimately submitted Danielle Calodney. “As a former McKinney TX, cheerleader, I’ve lived the pressure the girl in our video is living. People rarely understand the pressure to conform to a certain standard that these girls face,” Danielle said. Her dedication to this project was obvious in the final product.
In the video, we’re introduced to a male teen athlete moving through his workout. As he does, he rattles off the dangers of anabolic steroids as though he couldn’t care less about them. Then, facing the camera, he informs us he doesn’t take steroids. But his sister does. We then cut to his sister at school in the girl’s restroom gazing at herself in the mirror. It’s a disturbing reveal that leaves the viewer with a new perspective on steroid users.
Donald Hooton Jr. was elated with the video, knowing he has a new tool in the foundation’s arsenal of information to help eliminate the use of appearance- and performance-enhancing drugs. “Moroch and Tribe found a new way to tell a story that needs to be told. We want people to know the facts and understand the signs. Our children are at risk.” Hooton said.
For more information about the Taylor Hooton Foundation and to learn what you can do to help, go to taylorhooton.org.
About Moroch Partners
Moroch Partners is a leading full-service, independent marketing and communications agency based in Dallas, with presence in over 30 markets across North America. Built to ignite relationships with brands and consumers at the local level, and do it at a scale. And because of that, their talent, tools, and approach are shaped by looking at the business from the ground up. Moroch clients include McDonald’s, Planet Fitness, Six Flags Entertainment Corporation, Altitude Trampoline Park, Disney, Sony, Universal, Make-A-Wish Foundation and Midas, among others. For further information on Moroch and its brands, please visit moroch.com.
Donald Hooton Jr. was elated with the video, knowing he has a new tool in the foundation’s arsenal of information to help eliminate the use of appearance- and performance-enhancing drugs. “Moroch and Tribe found a new way to tell a story that needs to be told. We want people to know the facts and understand the signs. Our children are at risk.” Hooton said.
For more information about the Taylor Hooton Foundation and to learn what you can do to help, go to taylorhooton.org.
About Moroch Partners
Moroch Partners is a leading full-service, independent marketing and communications agency based in Dallas, with presence in over 30 markets across North America. Built to ignite relationships with brands and consumers at the local level, and do it at a scale. And because of that, their talent, tools, and approach are shaped by looking at the business from the ground up. Moroch clients include McDonald’s, Planet Fitness, Six Flags Entertainment Corporation, Altitude Trampoline Park, Disney, Sony, Universal, Make-A-Wish Foundation and Midas, among others. For further information on Moroch and its brands, please visit moroch.com.
