A new campaign aimed at increasing awareness of domestic violence has been launched by Cawley Nea\TBWA for Cosc – the National Office for the Prevention of Domestic, Sexual and Gender-based Violence, an executive office of the Department of Justice and Equality.
The campaign insight, ‘You’re not a Bystander, You’re a Witness’, activates bystanders and informs them of their role in decreasing and preventing domestic violence where it is safe and legal to do so.
The media for the account, meanwhile, is being handled by PHD.
The TV films were shot by 2016 Academy Award Winner, Benjamin while internationally acclaimed photographer, Alex Telfer developed a range of OOH and visual assets. The campaign is also supported with digital, a national radio campaign as well as a new website: whatwouldyoudo.ie
According to Deirdre Waldron, CEO of Cawley Nea\TBWA: “When we witness domestic abuse, but ignore it, we leave a victim behind. Over 300,000 people in Ireland have experienced severe abuse by a partner, so this is a serious and widespread problem that needs to be addressed with the attention it deserves. The intention of this campaign is to send a clear and unequivocal message that this violence is totally unacceptable and must stop. We want to instigate a change in long-established societal behaviours and attitudes by recognising that anyone can be a victim of such crimes.”
The campaign is a key action of the Second National Strategy on Domestic, Sexual and Gender-based Violence 2016-2021. Cawley Nea\TBWA recently won the initial three-year contract, following an EU tendering process for the creative aspect of a national awareness campaign. The campaign is spearheaded by The Tánaiste (Ireland’s Deputy Prime Minister) and Minister for Justice and Equality, Ms Frances Fitzgerald T.D., who secured funding for the campaign which gives effect to one of the main strands of the strategy.
The campaign will air for the first time on TV tonight (November 18).