POWERFUL GENDER-BASED VIOLENCE AWARENESS CAMPAIGN URGES MEN TO END THE CYCLE OF ABUSE
Cape Town, South Africa. Research shows that majority of men who abuse women have been victims of abuse themselves. This insight – that ‘Hurt People, Hurt People’ - lies behind a powerful new multi-platform campaign from the Western Cape Government aimed at encouraging men to break the cycle of abuse by seeking professional help and counselling through the Western Cape Government’s GBV Command Centre for the pain and abuse inflicted on them in their lifetime.
Created by advertising agency, FCB (South Africa) and directed by Greg Gray of Romance Films with executive producer, Helena Woodfine, the 60 second film follows a young boy’s journey of childhood trauma to its inevitable conclusion where we see the abusive behaviour of the father mirrored in the now-grown child.
Showing the abuser as the abused and eliciting understanding for the perpetrator of abuse as a victim is something that needed to be carefully handled. In no way could the campaign be seen to be making excuses for abusive behaviour or absolving men of responsibility for their actions.
Gray succeeds in drawing a fine line between abused and abuser with sensitivity and subtlety and without either judging or justifying the behaviour of his protagonists. Shot in Cape Town with a cast of local actors delivering powerfully understated performances, the film has a quiet authenticity and clear-eyed credibility that brings the everyday, ordinary horror of abuse to life with compassion and care to deliver a message of hope for men caught in a cycle of abuse that the cycle can end. And that it can end with them.
“With this communication, we want to encourage introspection on what it means to be masculine and help change the narrative of toxic masculinity before someone else gets hurt.”
This professional campaign titled 'Hurt People, Hurt People' was published in South Africa in February, 2023. It was created for the brand: Gender Based Violence, by ad agency: Hello FCB +. This Film medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 8 months ago by Mr: Greg of Romance Films.
Agency: Hello FCB+
Chief Creative Officer: Mike Barnwell
Executive Creative Director: Jacquie Mullany
Creative Director: Ntobeko Ximba
Senior Producer: Khosi Khumalo
Senior Account Manager: Rebecca Jacobs
Business Unit Director: Talia Backos
Production Company: Romance Films
Director: Greg Gray
Executive Producer: Helena Woodfine
Line Producer Shannon: McDougall
Director of Photography: Adam Bentel
Production Art Director: Will Boyes
Stylist: Elaine Jeacocks
Head of Research: Maghiel Van Dorssen
Mrs Davies (Victoria + Grant Davies)
Principal actor - Older Father: Sherman Pharo
Principal actor - Older Mother: Ghia Kock Human
Principal actor - Younger Father: Earl Hendricks
Principal actor - Younger Mother: Anathe Shand
Principal actor - Teen Boy: Lyle October
Principal actor - Young Boy: Blake Isaacs
Supporting actor- Teen Girlfriend: Ciara Ongansie
Supporting actor- Toddler: Abduraafi Soeker
Supporting actor- Toddler: Mateo Meyer
Editor: Ricky Boyd
Editing Company: Deliverance
Music and Audio Production House: Pressure Cooker
Composer: Andries Smit
Creative Director: James Matthes
Creative Producer: Astrid Iverson
Sound Designer and Final Mix Engineer: Kyle Koekemoer
Post Production Online : Deliverance
Post Production Offline : Deliverance