'One Punch' or 'King Hit' attacks were becoming more prevalent across Australia. Despite their frequency, the Government were doing little to address the situation and there were no public service messages highlighting the dangers and consequences. Four times World Boxing Champion Danny Green wanted to use his profile to raise awareness and influence the Government to take action. And he wanted to abolish any notion of heroism attached to these gutless attacks.

We created a film starring Danny highlighting the danger and branding them as the 'Coward's Punch.' The PR angle was that that Danny cared enough about his fellow Australians to create the message, but needed the Government to endorse it and commit to funding a long-term campaign.

Australia's major news networks were sent a detailed PR release and agreed to interview Danny and screen the film and the story behind it across multiple channels including press, radio, television and online.

The film was released on YouTube and across Facebook to Danny's 490k followers.

Media coverage and public support was huge and could not be ignored.

Danny met with Australia's State and Federal Government heads.

The campaign received their endorsement and Government media support and the film screened on national TV.

The term 'Coward's Punch' has been adopted by the public and the media, and is now part of the vernacular.

The Government funded the production of phase two of the campaign.

In the wake of the campaign, the laws and penalties have changed in several states.

In 2014, Danny Green decides to lobby the Government to take action by supporting and funding his 'Coward's Punch' initiative.

We develop a campaign utilising the irony of him delivering an anti-violence message to our advantage. The campaign also seizes the opportunity to change the vernacular by promoting the term 'Coward's Punch'. We produced a broadcast ready film that he takes to the national media and releases across social media channels.

The heads of Australia's leading media organisations are delivered a carefully prepared PR release detailing Danny's involvement and his objective to lobby the Federal and State Governments to endorse his campaign and commit funding and developing it.

The NSW Premier is the first to commit.

The other states follow suite and the initial film runs nationally for the next 6 months.

In Oct 2014 the Federal Government grants funding to produce two new films that are currently running nationally.

After the initial PR release, Danny was interviewed on every major news program in Australia. The story ran on every online news portal, in every major newspaper and on every major radio station. The film was viewed by millions of Australians and the story read by millions more.

It received 400k+ views on YouTube and 108,000 Facebook likes. The campaign was everywhere and 'Coward’s Punch' was the nation's hottest topic. As a result of overwhelming public support, the NSW Premier endorsed the campaign and helped fund the media to run the film.He was quickly followed by the other State and Federal Governments. The film screened nationally on paid and free to air television.

Since the launch of phase one, laws and penalties relating to 'Coward's Punch' attacks have changed in several states. ‘Coward's Punch’ is now part of the vernacular, and the Government has granted funding for two new films.