• SUB CATEGORY :
    PUBLIC SERVICES & CAUSE APPEALS
  • COMPANY ENTERING :
    BMF ADVERTISING, SYDNEY
  • ENTRY TITLE :
    STOP IT AT THE START
  • BRAND :
    AUSTRALIAN GOVERNMENT - DEPARTMENT OF SOCIAL SERVICES
  • ADVERTISER :
    AUSTRALIAN GOVERNMENT - DEPARTMENT OF SOCIAL SERVICES
  • AGENCY :
    BMF ADVERTISING, SYDNEY
  • EXECUTIVE CREATIVE DIRECTOR :
    CAM BLACKLEY
  • ASSOCIATE CREATIVE DIRECTOR :
    TIM BISHOP
  • COPYWRITER :
    TIM BISHOP/TOM JOHNSON
  • ART DIRECTOR :
    BETTINA CLARK
  • GROUP ACCOUNT DIRECTOR :
    KURA TYERMAN
  • CLIENT SERVICE DIRECTOR :
    CLARE YARDLEY
  • ACCOUNT DIRECTOR :
    KYLE ABSHOFF
  • ACCOUNT MANAGER :
    SIENA SHUTTLER
  • STRATEGIC PLANNING DIRECTOR :
    CHRISTINA AVENTI/HUGH MUNRO
  • AGENCY PRODUCER :
    MEL HERBERT
  • FILM PRODUCTION COMPANY :
    FINCH, SYDNEY
  • DIRECTOR :
    DERIN SEALE
  • D.O.P/CINEMATOGRAPHER :
    MATT TOLL
  • FILM PRODUCER :
    KAREN BRYSON
  • POST-PRODUCTION COMPANY :
    ALT.VFX, SYDNEY
  • EDITOR :
    DREW THOMPSON
  • SPECIAL EFFECTS COMPANY :
    ALT.VFX, SYDNEY
  • SOUND PRODUCTION COMPANY :
    SONAR MUSIC, SYDNEY
  • ENGLISH SYNOPSIS :
    VIOLENCE AGAINST WOMEN DOESN’T JUST START – IT GROWS FROM A YOUNG AGE AND IT BEGINS WITH DISRESPECT. WHEN ADULTS MAKE EXCUSES LIKE “HE DID IT BECAUSE HE LIKES YOU”, THEY UNWITTINGLY ALLOW VIOLENCE AGAINST WOMEN TO GROW. STOP IT AT THE START IS A RALLY-CRY TO ALL PEOPLE WHO INFLUENCE YOUNG AUSTRALIANS, TO HELP BREAK THE CYCLE OF VIOLENCE BY ENCOURAGING THEM TO REFLECT ON THEIR ATTITUDES, AND HAVE CONVERSATIONS ABOUT RESPECT WITH YOUNG PEOPLE.
  • ENGLISH CONTEXT EXPLANATION :
    VIOLENCE AGAINST WOMEN IS A NATIONAL DISGRACE, AND 96% OF AUSTRALIANS CONDEMN IT. IF YOU’RE AN AUSTRALIAN WOMAN AGED OVER 15, VIOLENCE FROM AN INTIMATE PARTNER IS THE LEADING CAUSE OF PREVENTABLE DEATH, DISABILITY AND ILL-HEALTH. ONE-IN-THREE WOMEN WILL EXPERIENCE PHYSICAL OR SEXUAL VIOLENCE AT THE HANDS OF SOMEONE THEY KNOW. DESPITE OUR CONDEMNATION OF IT, YOUNG PEOPLE HOLD VIOLENCE-SUPPORTIVE ATTITUDES. WHILE NO ADULT WANTS A CHILD TO GROW UP A PERPETRATOR OR VICTIM OF VIOLENCE…ONE-IN-FOUR BOYS AND GIRLS THINK IT’S SOMETIMES OK FOR A BOY TO HIT A GIRL. THERE IS STRONG EVIDENCE THAT ATTITUDES OF GENDER INEQUITY ARE VIOLENCE-SUPPORTIVE, IN THAT THEY APPEAR TO ENABLE SEXUAL AND PHYSICAL VIOLENCE AGAINST WOMEN.