Our Watch says ‘there’s no excuse for abuse’ in latest campaign by Thinkerbell
Thinkerbell have launched a new campaign for foundation Our Watch which tells Australians there is “no excuse for abuse”.
The campaign aims to highlight the different forms of abuse against women including financial, social, emotional and physical abuse.
Created by Thinkerbell, the campaign includes two 30 seconds videos of men talking about tracking their partner’s phone, controlling their finances, making them quit their job and telling them not to see their friends.
The ads depict women and men talking about abusive behaviours until their voices are silenced after they say he/she “only does it because”.
Jim Ingram, co-founder of Thinkerbell, said in a statement: “We have chosen several powerful stories that help illustrate that there is no excuse for abuse. We’ve attempted to drive the point home by ensuring that not only the words spoken when trying to make excuses, but the accompanying supers are muted and blurred respectively.
“This should make for an interesting user experience when viewing the ads in social media environments.”
Jilly Charlwood, director of marketing and communications, said the campaign is designed to create mass awareness around the various types of abusive behaviour.
“Our Watch was created to drive nation-wide change in the culture, behaviours and attitudes that lead to violence against women and their children. Increasing recognition of what constitutes violence is crucial to ensuring that the community challenges all forms of violence, both physical and non-physical.”
Margie Reid, managing director of Thinkerbell, said the ‘there’s no excuse for abuse’ was designed to educate people that no excuse for violence is okay.
“We hope the campaign will help people understand all of the abusive behaviours people may dismiss for various reasons are not ok and will actually do harm if left unchecked.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Emotive and simple. May even make people stop and think about the issue.
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great issue to tackle . Abuse takes many many forms!
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Effective. Made me question myself for a second. Very effective
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