| Title | STOP IT AT THE START |
| Brand | DEPARTMENT SOCIAL SERVICES |
| Product / Service | REDUCE DOMESTIC VIOLENCE AGAINST WOMEN |
| Category | A01. Direction |
| Entrant | FINCH Sydney, AUSTRALIA |
| Idea Creation | BMF ADVERTISING Sydney, AUSTRALIA |
| Production | FINCH Sydney, AUSTRALIA |
| Production 2 | ALT.VFX Sydney, AUSTRALIA |
| Production 3 | SONAR MUSIC Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Corey Esse | FINCH | Managing Director / Executive Producer |
| Karen Bryson | FINCH | Executive Producer |
| Derin Seale | FINCH | Director |
| Clare Yardley | BMF Sydney | Creative Services Director |
| Cam Blackley | BMF Sydney | Executive Creative Director |
| Tom Johnson | Tom Johnson | Copywriter |
| Tim Bishop | BMF Sydney | Associate Creative Director & Copywriter |
| Hugh Munro | BMF Sydney | Planner |
| Kyle Abshoff | BMF Sydney | Account Director |
| Matt Toll | FINCH | Director Of Photography |
| Siena Shuttler | BMF Sydney | Account manager |
| Drew Thompson | ARC Edit | Editor |
| Mel Herbert | BMF Sydney | Agency Producer |
| Elizabeth Mary Moore | FINCH | Art Director |
| Kura Tyerman | BMF Sydney | Group Account Director |
| Christina Aventi | BMF Sydney | Executive Planning Director |
| Bettina Clark | BMF Sydney | Art Director |
Violence against women doesn’t just start – it grows from a young age and it begins with disrespect. When adults make excuses like “he did it because he likes you”, they unwittingly allow violence against women to grow.
Australia is in the grip of a difficult discussion about the very real escalation of domestic violence. This campaign was about tackling the issue from a different perspective, not just the outcome, the causes and learned behaviour that excuses even the smallest beginnings of it. That’s what I was interested in capturing, drawing the audience into very small seemingly ‘harmless’ behaviour and then through montage seeing how these seemingly innocent moments could build into a very real and dangerous outcome. This campaign avoided actual violence, and looked at the more subtle forms of abuse, which I found more powerful. The scenes are short, so the performances needed to convey a lot in a small amount of time, while saying real and subtle. We had to navigate through social perceptions of right and wrong, its difficult to change people’s attitudes and no doubt