No excuses by TBWA Dublin
- Location:
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