Department of Justice and Equality in Ireland launches national awareness campaign ‘No Excuses’ on sexual harassment and sexual violence
Creative agency TBWA\Dublin launches a compelling new campaign for the Department of Justice and Equality. The campaign film aims 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.
‘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.
‘No Excuses’ national awareness campaign on sexual harassment and sexual violence.
Des Creedon, Creative Director at TBWA\Dublin explains: “For us, the process of creating a campaign always begins with a simple insight. What rang truest for us was the idea that in Ireland, whenever we observe or encounter sexual violence and sexual harassment, we’re inclined to absent ourselves of any responsibility – or worse still, excuse behaviour that’s totally inexcusable.”
“For the purposes of raising awareness, fuelling a wider conversation and inciting change, we liked the idea of a campaign that evolved or unfolded the issue for our audiences. With this in mind, the creative team of Niall McDonnell and Cian Tormey designed a campaign that first raised awareness of the issue but then reflected Ireland’s attitude towards sexual violence and harassment by reflecting the excuses we make for such behaviour.”
Head of Account Management, Paula Kelly explains: “We used the first version of the ad as a catalyst to get the people of Ireland to question themselves and their own behaviours. And this it certainly did. But once the problem was identified we knew we need to do more to try and create meaningful change.”
Campaign website
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
Tags:
Government of Ireland, Best Tv Commercials, Inspiring Short Films, Best Commercial Ads, Best TV Ads, Department of Justice and Equality
