TBWA\Dublin joins Dept. of Justice to help tackle domestic violence
Following an EU tendering process, TBWA\Dublin received an initial three-year contract for the creation of a nationwide domestic violence campaign. Created for Cosc — the National Office for the Prevention of Domestic, Sexual and Gender-based Violence, the campaigns aim is to increase awareness of domestic violence in Ireland.
The campaign insight, ‘You’re not a Bystander, You’re a Witness’, is a powerful one, with the TVCs informing bystanders of their role in decreasing and preventing domestic violence where it is safe and legal to do so*. The bystanders appear numb and conflicted by the situations in which they find themselves — and as viewers and listeners, we empathise with their unease. In this way, the campaign succeeds in being affecting and disturbing without explicitly depicting any violence.
Launching the campaign alongside Deirdre Waldron, TBWA\Dublin CEO, Tánaiste and Minister for Justice and Equality Frances Fitzgerald T.D outlined her hopes for the campaign. “My aspiration for this public awareness campaign is that it will educate all of us. As relatives, friends, neighbours and bystanders, we have an important role in helping to prevent domestic and sexual violence and that our intervention, if it is safe to do so, will significantly impact those affected by this intolerable violence by offering hope and support. The intention is that the campaign will send a clear and unequivocal message to perpetrators that this violence is totally unacceptable in Ireland and that it must stop”.
The TVCs were shot by 2016 Academy Award Winner, Benjamin Cleary (‘Stutterer’, Best Short Film (Live Action)); with OOH and extensive visual assets developed by internationally acclaimed photographer, Alex Telfer. The campaign is also supported by digital, national radio and a new website: whatwouldyoudo.ie
*Bystanders should only intervene if safe to do so. Before you get involved, ask yourself if it’s safe and legal to intervene. If the situation is already violent or looks like its escalating quickly, don’t directly intervene. Call the Gardaí on 999. The only effective bystander intervention is a non-violent one.