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Lifeguard stands and librarians on street corners in Downtown Honolulu. Aquatic biologists at the Swap Meet, bio-terrorism microbiologists in Ala Moana Park and clerk typists at the Aloha Stadium. Not your normal everyday sighting, but that was exactly the intent.

It’s all part of HGEA’s innovative new media campaign for 2007 — to remind the general public about the important work HGEA members perform each day.

“It takes a lot of work to keep our state and counties running safely and smoothly,” said Randy Perreira, HGEA deputy executive director. “And behind all of this work are the government employees, our unsung heroes and heroines. The work they do is critical to our well-being and an integral part of our lives, and these TV spots are a small way of acknowledging their contributions.”

The new campaign, developed by advertising agency Hendrix Miyasaki Shin, features various government positions juxtaposed against out-of-the-ordinary surroundings to draw greater attention to those roles.

“We wanted to remind people that there are more than 25,000 HGEA members in state and city government positions who serve the public, and to execute this in a way that would make the spots stand out,” said Brad Shin, the ad agency’s creative director, “being out in the public will provide a different twist …it’s reality TV meets street performance meets TV commercial.”

There will eventually be a total of five TV commercials, and all will be filmed in various high-traffic locations, which will allow the advertising agency to capture reactions from passersby that will be incorporated into the spots.

To view the commercials, see the links below.

Click here to see past media campaigns.