RADIO CAMPAIGN

We’ve all joked about how our partners are ‘getting on our nerves’ and playfully mentioned how ‘desperate’ we are to get away from them. But imagine for just a minute what life would be like if you weren’t joking. Imagine being in a house with someone who you were literally desperate to get away from because you feared for your own safety or that your child, at a time when escape was almost impossible.

Over the course of the COVID-19 pandemic, there’s been an alarming rise in incidents of domestic violence and abuse across Australia. We were asked by the Department of Human Services SA to help them develop a campaign that would tackle this issue head-on.

The inspiration for this series of radio ads came from real, researched accounts of the different kinds of domestic abuse victims face every day. To build an instant connection, we create scenes the listener could step straight into with recognisable performances, relatable environments and confronting scenarios.

As well as offering support to the victims of domestic abuse, this series of ads challenge the perpetrators of domestic abuse to reflect on their own behaviour – to recognise that their actions are perpetuating a cycle of abuse that has the potential to destroy the lives of those closest to them, and impact on their family for generations to come. But these ads also offer hope, a way out. A chance to be the ‘one’ who gets the information they need to break the cycle at the State Government’s new domestic violence website and hotline.