The bloodied victims of alcohol-fuelled violence could come out of the woodwork to tell agressors to stop drinking before it goes too far.
Victims don't have the chance to tell agressors to stop before it's too late in real life, but they do in the latest campaign by the NSW Government to curb alcohol-fuelled violence with the tagline Stop Before it Gets Ugly.
In each of the two spots, one levelled at aggressors, and the other at influencers, the future victim approaches looking bruised, bloodied and beaten, and explains the far-reaching impact of violence for everyone involved.
Rather than addressing perpetrators of violence, which many people self-exclude from, the messaging addresses drinking behaviour and urges people to watch out for their own their tipping point.
The campaign will be shown on free to air TV, online TV and in cinema. The ads will also be supported by outdoor activity which includes specially-built mirrored panels depicting a gaol cell as well as in-venue activity including ATMs in pubs, clubs and bars, posters and coasters. The campagin will also be rolled out across social media, including paid advertising on Facebook to prompt behaviour change at key times.
JWT Sydney was appointed to develop the creative campaign following a pitch earlier this year.
Creative credits:
Executive Creative Director: Simon Langley
Creative Director: John Lam
Creative Group Head: Laurie Geddes
Executive Planning Director: Angela Morris
Account Management: Anne Gibson, Rachel Wintle
Producers: Amanda Slatyer (Broadcast), Rachel Townsend (Print)
Director: Michael Spiccia (Good Oil Films)
Photographer: Simon Harsent
Media: Universal McCann
Production: Good Oil Producers - Juliet Bishop (EP), Ben Scandrett-Smith (Producer)
