Campaign: Stop Before It Gets Ugly

Campaign: Stop Before It Gets Ugly
SHARE
THIS



A bloodied victim of alcohol-fuelled violence carries a high impact message to would-be aggressors and their friends in a new campaign launched by the NSW Government and JWT Sydney; “Stop Before it Gets Ugly”.

Developed for the NSW Government, the campaign targets potential aggressors and those who can influence their behaviour in an attempt to reduce the number of people that are victim to alcohol-related acts of violence in NSW. It launched over the weekend and will run throughout summer.

Ugly campaign_Superlite_NO_CROPS-page-001

This is the first NSW Government advertising campaign to focus specifically on alcohol-fuelled violence.

“The challenge is that few people see themselves as a potential aggressor or victim and that drives self exclusion from messaging,” said Jenny Willits, general manger, JWT Sydney.

“Our strategy therefore is to talk to people about something they do acknowledge – their drinking behaviour – rather than talk about violence. We don’t ask them to stop drinking or stop having fun; but rather to be aware that there is a tipping point when alcohol consumption can change their behaviour. The aim is to persuade them to think about stopping or slowing down before they reach that point,” she added.

The result is the “Stop Before it Gets Ugly” campaign, spearheaded by two commercials – ‘Aggressor’ and ‘Influencer’ – which will be shown on FTA, Online TV and Cinema.

JWT Sydney ECD, Simon Langley, said these two executions aimed to grab the attention of two main target audiences to drive home the effect that drinking beyond your tipping point can have, by using the perspective of an injured victim of an alcohol fuelled act of violence.

“Our primary target in the campaign is would-be aggressors. These are usually young men aged 18 to 35 who regularly go out drinking with their mates. They are decent, likeable guys who wouldn’t normally behave in a violent or anti-social way, but need to be reminded that with too many drinks, things can quickly turn ugly,” he said.

“We also developed a second execution to speak to ‘influencers’; the friends and family of these would-be aggressors who may be able to help curb excessive drinking and the resulting behaviour.

“Throughout the campaign we aim to convey messages from the victim’s perspective, and the social, physical and emotional consequences that alcohol fuelled violence can have,” Langley continued. “By having a potential victim of an assault communicate with his future attacker, it depicts in a startling way the damage that could be done after just a few more drinks.”

“We also believe that the tagline of “Stop Before it Gets Ugly” is a very confronting, and immediate encapsulation of the behaviour change that we all seek to make our State’s streets safer.”

The TVCs are supported by OOH activity (standard sites and specially-built mirrored panels depicting a gaol cell), in-venue activity including ATMs in pubs/clubs/bars, posters and coasters, and social media, which incorporates paid advertising on Facebook to prompt behaviour change at key times. All utilise the tagline “Stop Before it Gets Ugly”, and also highlight other consequences of losing control including legal, social and emotional implications.

JWT Sydney was appointed to develop the creative campaign following a pitch earlier this year. Its idea received extremely positive consumer testing before being developed into a full campaign.

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)

JWT is part of STW, Australasia’s leading marketing content and communications group.

Latest News

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

Damien Terakes Joins Havas Media As Client Services Director
  • Advertising
  • Media

Damien Terakes Joins Havas Media As Client Services Director

Havas Media Group has appointed Damien Terakes as client services director. Following multiple new business wins and continued agency growth, the position will see Terakes take on a senior management role across all Havas Media clients in Australia as well as several global accounts. Terakes has built an impressive media career, with more than 30 years’ experience as […]

Cindy Gallop’s Six Principles For Creating Experiences That Connect
  • Marketing

Cindy Gallop’s Six Principles For Creating Experiences That Connect

The inimitable Cindy Gallop returned to Australia this week to give a high-energy, 15-minute presentation at Adobe Symposium on the six key principles for creating experiences that connect.  According to the founder and CEO of MakeLoveNotPorn,  these principles also apply to successful relationships in life as much as business. Without further ado, here they are (in her own words): […]

by B&T Magazine

B&T Magazine
OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Former Google Exec Joins HubSpot As APAC Managing Director
  • Technology

Former Google Exec Joins HubSpot As APAC Managing Director

HubSpot has appointed Ex-Googler Shahid Nizami as MD of the Asia Pacific region. In his new role, Shahid will be responsible for HubSpot’s performance across Australia, New Zealand, Southeast Asia, and India and will be based in HubSpot’s Singapore office, working closely with the teams based in both Singapore and Sydney. Before joining HubSpot, Nizami led the […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine