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.
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]