Stop it at the Start, Phase 2
Role: Strategist
Awards: EFFIE 2 x Bronze 2019
DSS ‘Stop it at the Start’ | Role: Strategist | APAC EFFIE Silver 2020 | EFFIE ‘Insight and Strategic Thinking’ Bronze 2019 | EFFIE ‘Government’ Bronze 2019 | AWARD Creative Strategy Bronze 2020
It's not often that an advertising campaign gets the majority of adult Australians to take action – without tangible incentive, and in the face of an uncomfortable truth: that the excuses we make for disrespect, allow violence against women to grow.
While Phase One of the Effie-winning campaign Stop it at the Start established this truth, Phase Two tackled the arguably tougher objectives of getting Australians to reconcile their role and respond. This time, in a polarised climate, and on a significantly reduced spend.
But, it’s early days yet. Because it’ll be another generation before the campaign’s full effect is felt.