'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 was huge and public support was both unanimous and overwhelming.

Australia's State and Federal Governments endorsed it.

The film received Govt media support and 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 developed 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 to funding and developing it.

The NSW Premier is the first to commit.

The other states followed and the initial film ran nationally for the next 6 months.

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

The Coward's Punch campaign was an initiative by Danny Green. He wanted an idea that would get the nation talking, the politicians acting and the terminology changed. There was no real budget to speak of. By negotiating pro-bono rates and enlisting the support of the local production industry, the initial film cost just $6000 Aus.

The real value would've been 150-200k. As the media storm erupted, Danny was invited to attend interviews across the country. All travel expenses came out of his own pocket. The centrepiece of the campaign was the film, and at $6000, the return on investment was extraordinary. Without any paid support material or media placements, it attracted national media coverage across multiple channels including TV, Print, radio and online. Interviews and appearances on talk back radio and current affairs programmes. Massive exposure across social media, and pivotal meetings with heads of the State and Federal Governments.