Assaulted Women's Helpline - "Domestic Abuse Exposed"

G&G Advertising

G&G Advertising Toronto, Kanada

5228

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Assaulted Women's Helpline
Länder: Kanada

Werbende: Assaulted Women's Helpline

Titel	Domestic Abuse Exposed
Agentur	G&G Advertising
Kampagne	Domestic Abuse Exposed
Werbende	Assaulted Women's Helpline
Marke	Assaulted Women's Helpline
Datum der ersten Ausstrahlung/Veröffentlichung	2017 / 9
Geschäftsbereich	Menschenrechte
Slogan	#DontIgnoreItAWHL
Story	Every six days in Canada a woman loses her life to domestic violence. We need to be more aware of what could be going on in the lives of those we love. Help expose the reality of spousal abuse by sharing this video. While domestic abuse is stereotypically viewed as a lower socio-economic issue, we used interior projection technology in an upscale condo window to shift perceptions and expose the reality of domestic abuse, which is otherwise hidden behind closed doors. Displaying it at night and using real curtains on either end of the projection screen, we made it look like the fight was happening in real-time, giving witnesses a look inside a terrifying world that many women in Canada live in every single day. With the entire production budget under $5000, the stunt was filmed and widely shared online. More importantly, calls to the helpline increased by 30%. Domestic abuse is increasingly one of the most common forms of violence against women in Canada. In fact, every six days in Canada a woman is murdered by her intimate partner. Fearing for their lives, more than 70% of abuse cases go unreported. This shows just how pervasive and hidden the problem is. But with more awareness, more women can seek the help they need to stop hiding. Explanation Using interior projection technology, we simulated a violent spousal altercation in a condo window on a busy street in downtown Toronto for passersby to witness. The simulation shows a seemingly normal couple arguing, but the argument takes an aggressive turn for the worse when the husband grabs the wife by her wrists in anger and throws her to the coffee table. He continues to shout and leaves the room, but not before breaking a flower vase. He turns the lights off, leaving this wife to suffer alone in the dark. A super then appears, posing the question: If you could see it, would you ignore it?
Medientyp	Interaktive Outdoor Experience
Länge	119 seconds
Mehr Informationen	http://www.awhl.org/?gclid=EAIaIQobChMImKyqib3D1gIV6inTCh0D0AHPEAAYASAAEgKWq_D_BwE
Produktion	School Editing
Manager, Resource Development	Jennifer Rollo
Geschäftsführer	Huong Pham
Chair, Board of Directors	Sheila Phillips
Co-Founder, Creative Director	Alanna Nathanson
Co-Founder, Chief Strategy Officer	Gino Cantalini
Vice President, Head of Client Services	Steve Waugh
Senior Art Director	Catherine Wong
Senior Art Director	Steven Kim
Texter	Brandon Tralman-Baker
Account Director	Julie Wierzbicki
Account Coordinator	Lauren Morrison
Partner, Executive Producer	Rob Tunnicliff
Co-Creative Director	Alanna Nathanson
Co-Creative Director	Natalie Armata
Stellvertretender Creative Director	Catherine Wong
Texter	Brandon Tralman-Baker
Art Director	Steven Kim
Executive Producer	Rob Tunnicliff
Regisseur	Quinn Vorster
Kameramann	Mark Peachey
Executive Producer	Emily Torontow
Cutter	Lauren Piche
Entrant Company	Webby Giants
Entrant Company	Gentlemen Films
Idea Creation	Webby Giants
Idea Creation	Gentlemen Films
Produktion	BRAVE PRODUCTIONS
Produktion	BIG DIGITAL
PR	SONGBIRD MARKETING COMMUNICATIONS
Co-Creative Director	Alanna Nathanson
Co-Creative Director	Natalie Armata
Associate Creative Director	Catherine Wong
Copywriter	Brandon Tralman-Baker
Art Director	Steven Kim
Executive Producer	Rob Tunnicliff
Director	Quinn Vorster
Cameraman	Mark Peachey
Executive Producer	Emily Torontow
Editor	Lauren Piche
Entrant Company	GIANTS & GENTLEMEN
Idea Creation	GIANTS & GENTLEMEN
Production	BRAVE PRODUCTIONS
Production	SCHOOL EDITING
Production	BIG DIGITAL
PR	SONGBIRD MARKETING COMMUNICATIONS