Bestads Best TV / Film of the Week: End Violence Against Women Coalition’s ‘Check-In’
Each week Bestadsontv.com [the global arm of Campaign Brief] showcases standout global advertising work as reviewed by a top international creative director or team. This week’s best film is End Violence Against Women Coalition’s ‘Check-In‘.
The film was selected by this week’s guest judge is Leisa Wall, Chief Creative Officer, McCann New Zealand.
Says Wall: “Strong message delivered in a simple impactful way. Instead of putting the burden back on women to stay safe, it flips the lens onto people who can actually stop the behaviour. It’s a sharp reminder that accountability starts within your own circle. ‘Women going home just want to go home’ is a great line.”
End Violence Against Women Coalition, a leading collective of feminist organisations and experts from across the UK, recently launched a social-first campaign ‘Check-in’ with the clear message that women going home just want to go home. The film, produced by Ridley Scott Associates and directed by Prabs Wignarajah, sees actress Rhianne Barreto (Hanna, The Oulaws) play a series of male characters ‘checking in’ on their mates to remind them to not to harass women. The social-first campaign, which rolls out across digital and social before screening in cinemas, is a bold reminder of the importance of collective responsibility to prevent male violence through education and attitude change, rethinking masculinities by speaking directly to men and boys.
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