Due to the high levels of violence in society in South Africa, people have become jaded about the subject of domestic violence. We wanted to do something to encourage a conversation about this very important very issue that could not be ignored. We chose to make an online film for our client POWA - People Opposing Women Abuse - with a social experiment that had suprising results.
A social experiment that exposes how typical middle-class South Africans will readily complain about trivial matters, yet fail to take action against gender-based violence. Ultimately the film was seen by over a million people during the campaign period and calls to the POWA helpline increased by 311%.
Credit: Taryn Scher, Renier Zandberg, Catherine Conradie and Peter Little to name but a few.
This work was awarded:
Cannes | 2011 | Silver | Film
Cannes | 2011 | Bronze | Promo and Activation
Cannes | 2011 | Shortlist | Digital | Cyber Viral Video
Cannes | 2011 | Shortlist | Direct
London International | 2011 | Silver | Online Film
One Show | 2011 | Silver | Online Film
Loeries | 2010 | Gold | Online Film
Creative Circle Ad of the Month | July 2010 | 2nd Place | Viral Film
Creative Circle Ad of the Year | 2010 | 3rd Place | Viral Film
Listed in the Gunn Report as a campaign to look out for at Cannes.