UNDERCOVER CROSSWORDS

Gold Spike

Demo Film

Presentation Image

TitleUNDERCOVER CROSSWORDS
BrandMINISTRY OF SOCIAL DEVELOPMENT/ OFFICE FOR SENIORS
Product / ServiceELDER ABUSE
CategoryB01. Innovative Use of Print
EntrantFCB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation FCB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement FCB NEW ZEALAND Auckland, NEW ZEALAND
PR FCB NEW ZEALAND Auckland, NEW ZEALAND
Production FCB NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Tony Clewett FCB New Zealand Chief Creative Officer
Lennie Galloway FCB New Zealand Creative - Copywriter
Thomas Gledhill FCB New Zealand Creative - Art Director
Jenni Doubleday FCB New Zealand Creative Services Director
Jess Drysdale FCB New Zealand Hive Producer
Mike Braid FCB New Zealand Content Director | Editor
Sean Keaney FCB New Zealand General Manager FCB Wellington
Jade Seaton FCB New Zealand Account Manager
Anne Lipsham FCB New Zealand Head of Strategy - Media
Scarlett Harvey FCB New Zealand Account Director - Media
Rachel Berryman FCB New Zealand Digital Account Director - Media
Joanna James FCB New Zealand PR Senior Account Director
Katie Smith FCB New Zealand PR Account Manager

Cultural/Context information for the jury

Shockingly, elder abuse is rampant in New Zealand with 70,000+ cases each year. What’s worse, over 75% of abusers are their own family members. The Office for Seniors, a government watchdog for elder citizens (aged 65+), had just created 0800-EA-NOT-OK; a confidential helpline for these abuse victims. But hardly anyone was calling. Not because they didn’t need help, but because there was little awareness of what elder abuse was. Many elderly in New Zealand believed that unless they were being hit or sexually assaulted, it couldn’t be considered ‘abuse’ – and they couldn’t justify reporting it. On top of that, overt pamphlets advertising the helpline were most likely being thrown out by abusive family members before victims could see them. So, our job was to find a way to educate elderly on what elder abuse is and urge victims to seek help – all without their abusers catching wind.