Step Back Think Releases New Campaign

Step Back Think Releases New Campaign
Bold Media
By Bold Media



Anti-violence lobbying group Step Back Think has unveiled its latest outdoor campaign. The new initiative aims to arm males and females with a common phrase to diffuse aggressive situations between friends or strangers, ‘Let it go’.

Featuring on outdoor panels near pubs and clubs in Sydney and Melbourne with digital executions launching later this year, the campaign has been created to address one of Australia’s biggest social problems – late night violence

‘Let it go’ was born out of out-of-home advertising company Adshel’s 2012 Agency Creative Challenge, and has been made possible by a $100,000 donation of national media space. The hard-hitting campaign has been produced on a pro-bono basis by Sydney agency Common Ventures and illustrator James Jirat Patradoon,

Step Back Think CEO Hugh Van Cuylenburg said the one punch mentality was a devastating behaviour ruining lives in Australia.

“Since the year 2000 96 people have lost their lives to a coward punch, and thousands more have suffered permanent brain damage,” he said.

“Adshel and Common Ventures have recognised that something needs to be done and we are incredibly grateful for their support in helping us promote a cultural change.

Thanks to Adshel and Common Ventures, young people will now be exposed to our message whenever they head out into the evening. Their creativity, hard work and insight are invaluable to our cause,” he added.

Nicole McInnes, Adshel’s Chief Marketing & Product Officer said she was honoured to be assisting with such a potentially powerful and important campaign.

“Adshel believes in giving back to the communities we operate in, and I sincerely hope by working with Step Back Think and Common Ventures we can make a really positive contribution with this campaign,” she said.

“Street violence is one of the most dangerous problems facing young people today and I’m glad we can harness Adshel’s street-level influence to try and change perceptions, and hopefully some lives across Australia,” she added.




Please login with linkedin to comment

AFR Central Station Clemenger BBDO Sydney Cuts

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]