ADVERTISING

Childhood Domestic Violence

Change The Ending

Agency: Outfront Studios

It Was My Fault - Tease

It Was My Fault - Tease Close Up

It Wasn't My Fault - Reveal

All My Dreams Were Broken - Tease

All My Dreams Came True - Reveal

I Should Have Stopped It - Tease

It Wasn't My Job - Reveal

I Lived In Fear - Tease

I Lived Happily Ever After - Reveal

I Wish I Can Fly Away - Tease

I Wish I Can Fly - Reveal

QRAD: All My Dreams Were Broken - All My Dreams Came True

QRAD: It Was My Fault - It Wasn't My Fault

QRAD: I Should Have Stopped It - It Wasn't My Job To Have Stopped It

QRAD: I Wish I Could Fly Away - I Wish I Could Fly

QRAD: I Lived In Fear - I Lived Happily Ever After

Description

Using children's drawings we were able to convey innocence while expressing the tragedy of what some are living through and have experienced and overcome, childhood domestic violence. Throughout human history childhood domestic violence occurs in private settings. Only those in the home see what's happening behind closed doors. It's something no one talks about… so when we were challenged to create the first ever campaign for Childhood domestic violence, we wanted to utilize new technology that took a typical private experience, and made it public.

Typically when we scan a QR code on our mobile device, the reveal is private. One to one. The consumer scans a QR code and he/she privately views his/her phone and sees the reveal.

But with new technology, QRad (Quick Response AD) the consumer scans the QR code and does not keep the message to themselves. Instead, with QRad they share the message with the community… they share the message publicly.

If we want to change the ending, we must change the conversation.

This campaign and QRad invites the consumer in, to be a part of the solution, to take action and their reward is to remove the lie and reveal the truth so the entire community can see. The truth no longer hidden.

This professional campaign titled 'Change The Ending' was published in United States in October, 2022. It was created for the brand: Childhood Domestic Violence, by ad agency: Outfront Studios. This Digital and Outdoor media campaign is related to the Health and Public Interest, NGO industries and contains 16 media assets. It was submitted 3 months ago by VP, National Creative Director: Eddy Herty of OUTFRONT Studios.

Credits

Childhood Domestic Violence Association: New York, NY
Founder & CEO: Brian Martin
Chief Operating Officer: Anna Radev

OUTFRONT STUDIOS: Atlanta, GA
Graphic Designer: Obaro Otovo
Graphic Designer: Adrian Johnsen
Sr. Art Director: Kat Salimi
VP, National Creative Director: Eddy Herty

OUTFRONT XLabs: New York, NY
Sr. Producer: Nick Orsini
Director, Creative Technology: Stephen Cohrs
VP, Head of Digital Creative: Chad Shackelford

United States M...

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.