Government of South Australia: Break the Cycle

With the isolation and stress caused by COVID-19 restrictions, South Australia has seen an alarming rise in incidents of domestic violence. While unavoidable, these restrictions have made it even harder for victims to escape the cycle of abuse. In response, we developed a TVC/social video targeting the perpetrators of abuse instead. It challenges them to recognise their own behaviour and take steps to break the cycle of abuse they're perpetuating. Rather than passing judgement, the video promotes a dedicated 24/7 men's referral service that provides advice and counselling to enable meaningful behavioural change.
Agency: Showpony Advertising