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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
VIEWP FOIONT U V IPE FWRNRPO ITNT OK, I know charity and “issue ” adver tis ing a re c onsi dered soft briefs. I think Paul Fishlock said it best when he wrote, “Here’s my dead dog, where’s my award?” But there’s no scary imagery here, no hyperbole, just a hard fact made even harder and very personal. This poster put rape in my backyard. It’s rare for an ad t o sh ift you r DAN GREGORY SMART, SYDNEY The Violence Against Women Coalition Fallon McElligott, Minneapolis 1991 38 CAMP AI GN B RIEF percept ions, even rarer for it to impact your act ions, but when I first saw this ad as a young 23 year- old copywriter, it changed me. Al l of a sudden I fou nd mysel f waiting for hours by my wi fe’s ca r while she attended college at night, calling my little sister the morning after a big night out for her (and a sleepless night for me) and s taying back at work to make sure my part- ner Kieran Flanagan was sa fely in her car on those late nights before a pitch. What made this ad unusual in its genre is it spoke to men, the perpe- trators. This s imple headline made rape our issue. My issue. It made me care more, be more aware, feel more for the women I ’d seen con- stantly looking over their shoulders as they walked through Hyde Park - making sure the footsteps they heard behind them could be outrun if needed. This pos ter d emonstrates that advertising at its most powerful has the potential to transform you; to reframe the way you think, change the way you feel and challenge what you hold to be true. It did all these things for me, and Fallon McElligott made me love the job we do. SEP T E MBE R/OCT OB E R 2 0 08 GREENWITHENVY
Awards Dec 2008