Title | BOYS DO CRY |
Brand | GOTCHA4LIFE FOUNDATION |
Product / Service | N/A |
Category | B02. Non-profit / Foundation-led Education & Awareness |
Entrant | THE HALLWAY Sydney, AUSTRALIA |
Idea Creation | THE HALLWAY Sydney, AUSTRALIA |
Media Placement | INITIATIVE Sydney, AUSTRALIA |
Production | GOOD OIL Sydney, AUSTRALIA |
Production 2 | UNCANNY VALLEY Sydney, AUSTRALIA |
Post Production | UNCANNY VALLEY Sydney, AUSTRALIA |
Post Production 2 | MIGHTY SOUND Sydney, AUSTRALIA |
Post Production 3 | ARC EDIT Sydney, AUSTRALIA |
Additional Company | UNLTD Sydney, AUSTRALIA |
Additional Company 2 | GOTCHA4LIFE FOUNDATION LTD Manly, AUSTRALIA |
Additional Company 3 | HEIRESS FILMS Sydney, AUSTRALIA |
Additional Company 4 | HANNAH WATKINS PUBLICITY Waverley, AUSTRALIA |
Name | Company | Position |
---|---|---|
Simon Lee | The Hallway | Executive Creative Director/Copywriter |
Aldo Ferretto | The Hallway | Creative Director/Art Director |
Tim Wood | Freelance | Copywriter |
Iain MacMillan | Freelance | Art Director |
Dallas Woods | Freelance | Copywriter & Singer |
Tim Mottau | The Hallway | Head of Strategy |
Chris Murphy | The Hallway | Account Director |
Carolyn Starkey | The Hallway | Film Producer |
Michael Wilson | The Hallway | Producer |
Mat Rawnsley | The Hallway | Comms Strategist |
Jules Hall | The Hallway | CEO |
Gus Worland | GOTCHA4LIFE FOUNDATION | Client |
Savannah Fielder | GOTCHA4LIFE FOUNDATION | Client |
Tom Campbell | Good Oil | Director |
Catherine Warner | Good Oil | Producer |
Sam Long | Good Oil | Executive Producer |
Sam Chiplin | Good Oil | DoP |
Cameron Bruce | Good Oil | Musical Director/Arranger |
Charlton Hill | Uncanny Valley | Music Supervision |
Justin Shave | Uncanny Valley | Music Producer |
Matt Perrott | Mighty Sound | Audio Post |
Phoebe Taylor | Arc Edit | Editor |
Olivier Fontena | Arc Edit | Colourist |
Jennifer Cummins | Heiress Films | Executive Producer |
Jackie Turnure | Heiress Films | Impact Producer |
Hannah Watkins | Heiress Films | Publicist |
Elle Williams | Heiress Films | Website Designer/Developer |
Harrison Lochtenberg | Heiress Films | Impact Coordinator |
Abbey Cummins | Heiress Films | Social Media Coordinator |
Saarika Shah | UnLtd | Head of Industry Partnerships |
Chris Freel | UnLtd | CEO |
Rachel Troy | UnLtd | Chief Operating Officer |
Jason Maggs | Initiative | Head of Initiative Impact & Senior Director of Strategy |
Danielle Galipienzo | Initiative | Director, Client Advice & Management |
Melissa Fienne | Initiative | CEO |
This is a 3:20 minute audio piece that airs on audio platforms and as a full radio ad break takeover. It features a diverse group of men aged 12 to 75 representing Australia’s broad multicultural population coming together to sing the words to Boys Do Cry - an anthem to help stop male suicide. The song is an adaptation, with new lyrics and arrangement of The Cure’s iconic single Boys Don’t Cry. As the song reaches its conclusion, a voiceover delivers the campaign line: WHEN THE GOING GETS TOUGH, GET TALKING.
We open to the sound of a single male voice singing the first few lines of Boys Do Cry a capella, to the tune of The Cure’s original Boys Don’t Cry. We can hear from the hint of an echo that he is in an expansive space - a community hall perhaps. SINGER 1: “Sometimes when we’re hurting, and the darkness comes and fills our mind. We feel like we’re all alone, without the strength we need to find.” A second male voice joins the first in singing - somewhat falteringly - the next two lines. A piano begins to accompany them. SINGERS (1 & 2) : “Don’t like to talk about it, we bottle it all up inside. We man up like our fathers taught us, hiding the tears in our eyes” As we reach the first chorus, more male voices join in, timidly at first, but gradually gaining in confidence. SINGERS: “But boys do cry, boys do cry.” A diverse range of more and more male voices, young and old gradually join in. We increasingly get the sense that we are listening to a group of men brought together by the meaning of the words they are singing. SINGERS: “Your strength is not in silence, but sharing what is in your heart. It’s something to be proud of when what’s there is tearing you apart. It feels good to talk about it, to free yourself up from the lies of the voice that said that men shouldn’t have tears in their eyes. Cause boys do cry, boys do cry” At this point, our singers are in full voice, passionately and powerfully delivering the words. SINGERS: “It’s time for us to stand together and show our sons a different way to turn the tide of darkness that is taking our mates’ lives away. Let’s make tomorrow, the day that we start speaking our feelings, sharing what’s hurting our hearts.” The back end of the verse is delivered at peak intensity, affording a resounding crescendo, before our singers make way for the voice of Dallas Woods who delivers a heartfelt rap. DALLAS: “I’ve been guilty of a fake smile, yeah I’m feeling fine - life of the party but inside I don’t feel alive. Telling all of my closest that it’s all good, I’m gonna be alright cos to let them know I’m a broken soul that honestly is my kryptonite. My ego he evil, manipulate me with lies that real men are unbreakable, that real men don’t cry. But real men get help and real men do cry, I wish I had that convo with my brothers in the sky. RIP.” The singers come back in, powerfully delivering the final verse and chorus: SINGERS: “We can do most anything when together we stand side by side, making a change for the better, stop hiding the tears in our eyes. Cause Boys do Cry, Boys do Cry, Boys do cry, Boys do cry.” The voices delivering the final chorus fade, along with the last notes from the piano. We hear the hubbub of men talking post performance, then our VO. MVO: “Whatever you’re going through, talking to family, a mate, or a health professional could be the first step to making it better. When the going gets tough, get talking. discover more at boysdocry.com.au”