CHALLENGE

Step Back Think, the not-for-profit organisation focused on the prevention of social violence, asked us to develop a powerful, media neutral creative concept to stop people in their tracks. The campaign, to support their annual ‘Lace Up against social violence’ awareness, education and fundraising event, required a strong visual mnemonic to create an immediate impact and demonstrate the devastating impact of social violence.

THINKING

‘One punch can end everything’ is the campaign line. A stark image of a fist with a flat-lining pulse was used to drive the severity of the message home in an impactful way. The orange pulse graphic was created from a shoe lace, to express the call to action of lace up against social violence.

IMPACT

1.24 Million unique visitors to the website during the campaign period as a direct result of digital media. With the pro-bono media potentially reaching an additional 3.1 million people through print advertising, 5.1 million through outdoor and 10.7 million through the radio campaign.

38,435 laces were distributed and 1,230 sporting teams 6,067 school students, 401 paramedics and 1,064 medical staff.

Creative Development + Radio + Digital Display + Social Media + OOH