ABUSIVE WORDS

ClientNANE WOMEN’S RIGHTS ASSOCIATION (NOK A NOKÉRT EGYÜTT AZ EROSZAK ELLEN EGYESÜLET
Category A07. Not-for-profit / Charity / Governemt
TitleABUSIVE WORDS
Product/ServiceINDIVIDUAL ASSISTANCE FOR THE VICTIMS OF DOMESTIC ABUSE AND VIOLENCE
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
Name Company Position
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.