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#AfricanAdShowcase: Tears Foundation ad encourages humanity to act against abuse
The TV commercial shows women and men dressed in black with a black background saying it’s up to us to stop sexual assault, to get in the way, to get a friend home safe; it’s up to us to look out for each other and stop it before it happens and to not look the other way.
Violence against women and children in South Africa has risen over the years with this year attracting more media attention and being part of public discourse. According to MoneyWeb, crime statistics show that the number of reported rapes rose 3.9% to 41 583 in the past year up to March, which is the highest in four years.
In September 2019, an increased number of rape incidents formed part of daily media coverage. This created a groundswell of community civil society action, some of which culminated in protests around the country. It was also alongside campaigns about stopping this scourge and for the government to take drastic measures against perpetrators.
The #ItsUpToUs message is clearly communicated to the viewer that it’s up to them to make a change because these acts are mostly done by people who are related or friends to the victims.
It appeals to everyone to speak up and help someone when they’re being attacked on the streets or to help to a person get to where they need to go safely, instead of turning a blind eye.
The ad is about helping where you can and reporting the crime of abuse when you see it.
Agency and team credits:
- Clive Morris Productions for Tears Foundation
- Executive Creative Director: Lala Tuku
- Creative director: Sian Clark
- TV production: Clive Morris Productions
- Production company: Clive Morris Productions
- Executive producer: Khayelihle Dominique Gumede
- Music and sound design: Shawn Smith
- Agency producer: Wendy Goncalves
- Director: Sian Clark
- Director of photography: Daniel Black
- Editor: Dan Correira
- Stills photographer: Bandile Mapau
If you are an agency or brand with work that’s on TV, please tweet us on @OrnicoMedia and add #AfricanAdShowcase. We’d love to see your latest offering.
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