1. PATTERNS OF COERCIVE CONTROL
Department of Justice and Attorney-General Strategic Communications
Marketing Team Leader – Nicole Copeland
Senior Marketing Officer – Laura Mac Kenzie
Creative Agency: Khemistry
General Manager
– Jo Millington
Executive Strategy Director
– Kelly Brightwell
Executive Creative Director
– Brent Liebenberg
Head of Art
– Lauren FitzGerald
Copywriter
– Kelly Brightwell
Senior Art Director
– Kory McAvoy
Senior Account Manager
– Mila King
Account Executive
– Wendy Phan
Head of Production
– Robbie Dodd
Finished Art
– Stephen Wallwork
Production Company:
Taxi Film Production
Director
– Siobhan Mulready
DOP
– Jason Hargreaves
Executive Producer
– Andrew Wareham
Producer
– Imogen Dick
Special Contributor
– Emma Freeman
Photographer
– Aubrey Jonsson, Compadre
Retoucher
– Derek Leong, DekArt
Post Production
– Cutting Edge
Visual Talent:
George Oates
– Collective Talent Management
Joel Pierce
– Kubler Auckland Management
Nathan Simon
– Freelance House
Challenge
Even though many experience it, right now only 2 in 5 Australians know what coercive control is. While physical violence is called out, as a society we tend to overlook or minimise coercive control by using language like ‘protectiveʼ or ‘worriedʼ to describe the behaviours of the perpetrator.
Solution
Our campaign was designed to challenge societyʼs tendency to minimise controlling behaviours as ‘loveʼ, and help bystanders easily recognise the patterns of coercive control. To do this, we immersed our audience in these complex relationships, putting them behind the eyes of the person experiencing coercion. This put our audience in direct contact with the perpetrators, allowing them to experience the gradual shift from charming to menacing, just as it plays out in real life.
Year:
2024