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.