The Drum Awards for Marketing - Extended Deadline

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Date: Jun 2019
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Creative agency TBWA\Dublin launches a compelling new campaign for the Department of Justice and Equality. The two campaign films aim to address the lack of awareness of sexual harassment and violence in everyday life – issues that have been ignored or excused for far too long in Ireland.

The first film, ‘Does Ireland Have a Problem’, is directed by Brendan Canty and produced by Antidote films. It features a voiceover by poet Stephen James Smith, which addresses the audience directly by asking, ‘Is this a problem?’, as five scenes of sexual harassment play out - from groping, physical harassment, domestic violence, to a potential sexual assault. The relatability of these scenes was paramount to demonstrate how sexual harassment and violence easily coalesce in Ireland.

For the second film, TBWA\Dublin created a truly responsive campaign powered by Ireland’s excuses. The agency relayed the scenes from the first film to a series of focus groups and recorded their reactions. Their excuses for the sexual harassment and violence highlighted the lack of awareness around the gravity of this issue. This re-edited version became the basis of the second phase of broadcast.

Credits

Client: Department of Justice

Principal Officer: Greg J. Heylin

Assistant Principal Officer: Paula J Connolly

Executive Director : Marion Walsh

Executive Officer: Daniel Fitzpatrick

Ministers Media Advisor: Caroline Murphy

Press Officer: Andrew Payne

Agency: TBWA\ Dublin

CEO: Deirdre Waldron

Creative Director: Des Creedon

Senior Art Director: Cian Tormey

Senior Copywriter: Niall McDonnell

Digital Creative Director: Geoff Barker

Agency Producer: Ana Baena Sanchez

Head of Client Services: Paula Kelly

Account Director: Eibhin McLoughlin

Account Manager: Ruth Gill

Director of Social Media & Content: Andrew Murray

Social Media & Content Specialist: Tomas McCabe

Social Media & Content Executive: Amy Tumelty

Senior Planner: Kathleen Moore

Brand Planner: Lucy Remitz

Junior Planner: Niamh O’Shaughnessy

Production Company: Antidote

Producer: Andrew Freedman

Production Manager: Paula Stewart

Director: Brendan Canty

Post House: Windmill Lane

Audio Post: Mutiny