Whybin\TBWA is helping national domestic abuse charity Shine to launch a new radio campaign to generate awareness and funding for the charity’s No Excuses programme, a 20 week positive change programme that helps men who have used abuse against family members to change their behaviour and develop respectful relationships.
The ads, which focus around the commonly held belief that domestic violence increases after a sporting loss, are recorded in sports commentary style and feature two of New Zealand’s most high profile rugby commentators; Tony ‘TJ’ Johnson and Scott ‘Sumo’ Stevenson.
The ads initially appear to be a commentary of a sports match, but as they unfold it becomes clear they are in fact a commentary of domestic abuse.
Campaign: No Excuses
Execution Titles: The Gloves Are Off / One Sided / Fireworks
Shine Managing Director: Jane Drumm
Shine Communications and Development Director: Hollie Carrington
Shine Fundraising Manager: Jacqui Ritchie
Agency: Whybin\TBWA Auckland
Executive Creative Director: Toby Talbot, Dave King
Creative Directors: Lisa Fedyszyn, Jonathan McMahon, Steve Kane
Creatives: Smeta Chhotu-Patel, Wicky Tafau, Ryan Price
Account Director: Victoria Meo
Account Manager: Lucy Ochoa-Petit
Agency Producer: Polly Stoker
Sound Post: Sale Street Studios
Sound Engineer: Nigel Foster
Voice Talent: Tony Johnson, Scotty ‘Sumo’ Stevenson, Jennifer Ward Lealand
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