In a pro bono campaign brought to life by Publicis agencies, Publicis Worldwide and Starcom – the ‘Red Flag Effect’ campaign aims to highlight the often hard-to-spot signs of non-physical abuse, which can include emotional, psychological and financial control.
Summary
QUEENSLAND CREATIVE UNITE TO COMBAT COERCIVE CONTROL
Queensland’s oldest charity, The Lady Musgrave Trust teamed up with not-for-profit, Small Steps 4 Hannah to improve community awareness of coercive control.
In a pro bono campaign brought to life by Publicis agencies, Publicis Worldwide and Starcom – the ‘Red Flag Effect’ campaign aims to highlight the often hard-to-spot signs of non-physical abuse, which can include emotional, psychological and financial control.
The campaign’s interactive creative film leads viewers to consider whether they would have spotted the red flags, encouraging them to learn more and access support online, through the recently launched website: thehandyguide.com.au. This is the Trust’s online resource linking the public with information and support around domestic violence and homelessness. The red flag behaviours featured in the campaign are informed by lived experiences of coercive control from community submissions to Queensland’s Women’s Safety and Justice Taskforce.
INTERACTIVE FILM: https://thehandyguide.com.au/red-flags
Publicis Worldwide’s Managing Director, Simone Waugh said it was without question that the agency would offer its support to raise awareness around this vitally important issue.
“We put the call out to the industry for their support and the time and resource devoted to this cause was unquestionable. From world class directors, to producers, sound engineers, editors and photographers – they all went out of their way to truly understand the issue to craft the campaign” Waugh said.
Ash Kennedy, Associate Creative Director at Publicis Worldwide, said: “We all know what physical violence looks like, but when it comes to coercive control, it’s far less obvious.The red flags are nuanced in real life, so our campaign features them in the same subtle ways. Being able to spot them early can help prevent dangerous relationships and ultimately save lives.”
Kelly Burnham, Business Director at Starcom said the agency is proud to work with The Lady Musgrave Trust on such a valuable cause, as part of Starcom’s ESG core initiative.
“We are so grateful to all our media partners who with zero hesitation, jumped on board to support us in delivering exceptional free of charge media value. The Red Flag project, in collaboration with The Handy Guide will have monumental impacts, possibly life-saving for women and children in crisis – and we are honoured to play a small part in this important work,” Burnham said.
The ‘Red Flag Effect campaign includes TV, Cinema, OOH, Radio and Digital.
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