An all female team at MetropolitanRepublic put the concept for this commercial together and it was executed in partnership with the SMV Group and Cinemart, as part of its pro bono service for the NGO. The agency embarked on a campaign to create awareness of the POWA statement that 1 in 3 women are abused in SA - not by using shock tactics, but by involving its audience in a compelling and disruptive way.
As viewers are seated in the cinema, their eyes are drawn to words that appear in sequence on opposite sides of the large screen, tennis-match style. While they read the message, the constant motion of their heads from left to right results in the subconscious shaking of their heads. The message closes off with the tagline; "You can keep shaking your head or you could do something to help."
Avital Pinchevesky, copywriter and creative director at the agency said, "We filmed the audience viewing the ad in the cinema and judging by their participation we're satisfied that we achieved the result we aimed for."
View the commercial here.
