Gender based violence - "Hurt people, hurt people "

HelloFCB+

HelloFCB+ Cape Town , South Africa

Awards

5705

This ad is part of the ACT Responsible Collection

Brand: Gender based violence
Country: South Africa

Advertiser: The Western Cape Government’s GBV

Title	Hurt people, hurt people
Agency	HelloFCB+
Campaign	Hurt people, hurt people
Advertiser	The Western Cape Government’s GBV
Brand	Gender based violence
Date of First Broadcast/Publication	2023 / 2
Business Sector	Government Information & Services
Story	Cape Town, South Africa. Research shows that majority of men who abuse women have been victims of abuse themselves. he Western Cape Government aimed at encouraging men to break the cycle of abuse by seeking professional help and counselling through the Western Cape Government’s GBV Command Centre for the pain and abuse inflicted on them in their lifetime.
Philosophy	Film shows a young boy’s journey of childhood trauma to its inevitable conclusion where we see the abusive behaviour of the father mirrored in the now-grown child. Showing the abuser as the abused and eliciting understanding for the perpetrator of abuse as a victim is something that needed to be carefully handled. In no way could the campaign be seen to be making excuses for abusive behaviour or absolving men of responsibility for their actions.
Media Type	Web Film
Length	100 seconds
Chief Creative Officer	Mike Barnwell
Executive Creative Director	Jacquie Mullany
Creative Director	Ntobeko Ximba
Senior Producer	Khosi Khumalo
Account Manager	Rebecca Jacobs
Business Unit Director	Talia Backos
Production Company	Romance Films
Head of Production	Greg Gray
Executive Producer	Helena Woodfine
Director of Photography (DOP)	Adam Bentel
Line Producer	Shannon McDougall
Production Art Director	Will Boyes
Wardrobe / Stylist	Elaine Jeacocks
Head of Research	Maghiel Van Dorssen
Editor	Ricky Boyd
Editing Company	Deliverance
Music and Audio Production House	Pressure Cooker
Music Composer	Andries Smit
Post Production Creative Director	James Matthes
Creative Producer	Astrid Iverson
Sound Designer and Final Mix Engineer	Kyle Koekemoer
Post Production Online	Deliverance
Post Production Offline	Deliverance