Title | ABUSIVE WORDS |
Brand | NANE WOMEN’S RIGHTS ASSOCIATION (NOK A NOKÉRT EGYÜTT AZ EROSZAK ELLEN EGYESÜLET |
Product/Service | INDIVIDUAL ASSISTANCE FOR THE VICTIMS OF DOMESTIC ABUSE AND VIOLENCE |
Category |
A07. Not-for-profit / Charity / Governemt |
Entrant
|
MEDIATOR GROUP LTD. Budapest, HUNGARY
|
Idea Creation
|
MEDIATOR GROUP LTD. Budapest, HUNGARY
|
Media Placement
|
MEDIATOR GROUP LTD. Budapest, HUNGARY
|
Production
|
MEDIATOR GROUP LTD. Budapest, HUNGARY
|
Credits
Balázs Puskás |
MEDIATOR GROUP Kft. |
Senior Copywriter |
Dániel Barabás |
MEDIATOR GROUP Kft. |
Senior Copywriter |
Anna Barabás |
MEDIATOR GROUP Kft. |
Senior Art Director |
Zénó Rolf Farkas |
MEDIATOR GROUP Kft. |
Motion Designer |
Réka Saliga |
MEDIATOR GROUP Kft. |
PR Manager |
Mónika Bielcsik |
MEDIATOR GROUP Kft. |
Senior Media Planner |
Szabolcs Tárkányi |
MEDIATOR GROUP Kft. |
Creative Director |
Annamária Stefanics |
MEDIATOR GROUP Kft. |
Client Service Director |
Virág Nagyiványi |
MEDIATOR GROUP Kft. |
Senior Account Manager |
Réka Schenk |
MEDIATOR GROUP Kft. |
Account Assistant |
View Script
Write a short summary of what happens in the radio or audio execution or campaign.
In the ad we hear a typical abusive conversation: an aggressive man is talking to his partner at a get together with their friends. The profanities are replaced with the regular beep sound we are familiar with. As the man gets angrier, more and more beeps can be heard resembling an EKG machine. As the monologue peaks everything disappears except for the beep sound, which stays. This evokes the auditive experience of someone dying, that we all know from the movies.
Cultural / Context information for the jury
Every fifth woman becomes a victim of domestic violence in Hungary. Many people know about that, but campaigns usually focus only on its physical forms. NANE (Nők a Nőkért Együtt az Erőszak Ellen Egyesület - Women for Women Together Against Violence) thinks aggression is aggression, regardless of the breed. Verbal abuse can be as destructive as physical. With this campaign we try to make people realize how important it is to recognize it and help the victims to get out of the abusive situation.
Script. Provide the full radio advert script in English.
SFX: low conversation, clinking of glasses – the atmosphere of a get-together
MVO:
What are you talking about? You’d better shut the fxxk up, you don’t know anything. Don’t you realize that you are fxxxxn’ embarrassing me in front of my friends with all the bullsxxt? You are a goddamn joke, a piece of sxxt. Are you fxxxxn’ retxxxed? You behave like a fxxxxxg cxxt. What did you tell Tom? I fxxxxxg told you not to talk to him. Do you know what you are? A fxxxxxg piece of sxxt. How dare you to do this sxxt to me, motherfxxxxr? You …
SFX: Continuous beeping
FVO:
Verbal abuse can destroy someone’s life.
SFX: Beeping then complete silence
FVO:
Don’t just listen, raise your voice for the victims. Learn more on Nane.hu.