Cannes Lions
JWT CAPE TOWN, Cape Town / MOSAIC HEALING CENTRE FOR WOMEN / 2009
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The abuse of women is a real social issue in South Africa. Compounding the problem is that most abuse goes unreported, making it difficult to influence and change patterns of behaviour. Our brief was to encourage those who knew someone who was being abused, to report it.We dramatised the violent nature of abuse by recreating the build-up to the start of a boxing match. A match that was clearly only going to have one winner. We then challenged listeners to report abuse.
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