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Reading: White Ribbon: domestic violence message served cold
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B&T > Advertising > White Ribbon: domestic violence message served cold
Advertising

White Ribbon: domestic violence message served cold

Staff Writers
Published on: 30th October 2013 at 12:39 PM
Staff Writers
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It’s not loaded with statistics, grisly images or dripping with emotion. Instead, White Ribbon’s new anti-domestic violence ad lures viewers into a false sense of security.

Introducing Australia as the “land of secrets” the ad comes across as a new tourism campaign, featuring beautiful shots of beaches, Sydney Harbour and more.

It moves subtlety from the highlights of the country into one very large downside: “Where the stars come out every night and one woman a week dies from an act of domestic violence.”

The music becomes mournful but just as quickly it returns to its happier notes.

“With a continent of unexplored wilderness, a coastline of deserted beaches and modern bustling cities, Australia’s secrets have many places to hide.

“Uncover just one of them,” it concludes.

The ‘Dark Secret’ spot (below) was created by Archibald Williams.

http://www.youtube.com/watch?v=WHdlwenLMcw

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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