2022 Winner

CASE SUMMARY

As the COVID-19 pandemic wore on, Canada became one of the most locked-down countries in the world. This gave rise to another alarming problem; calls to police about domestic disputes increased by 8.2%, while calls to women’s helplines soared almost 400%. With the unprecedented stresses of the pandemic exacerbating the problem, violent men were trapped at home, and their families were
trapped with them.

As the world’s largest movement of men and boys advocating an end to all forms of gender-based violence, White Ribbon had to speak to men who were using (or at-risk of using) gender-based violence as a response to the stresses of COVID-19 lockdown. To let them know they weren’t alone in their stresses, that they could change their behaviours, and that there were services that could help them build a healthier masculinity.

They made a short film that spoke directly to men who were using (or at-risk of using) gender-based violence as a response to the stresses of COVID-19 lockdown. It used the same set of words to tell two different stories of isolation: a man trapped in his own negative ways of thinking; and a woman and child who are trapped inside their
home with him.

By mirroring the dialogue of the two partners, they showed how the unique stresses of the pandemic are causing some men to become more abusive – but how that abuse is infinitely more damaging for those who experience it.

On Father’s Day 2021, the film launched worldwide on DayAfterDay.ca, backed by a coalition of media to support the campaign. On launch day alone, there were 141 news stories, and over 68 million impressions generated.

A national media relations campaign featured three key spokespeople, including former NHL player and media host, Georges Laraque, who spoke to his personal experience with domestic abuse in the home, and whose high profile helped increase visibility of the campaign.

To generate organic support across social channels, they targeted a combination of experts in the field, thought leaders, lifestyle and parenting influencers, broadcast hosts and international celebrities. As a result, they secured 21 posts with a reach of 659,048. The Government of Canada also pledged their support, ensuring funding for future White Ribbon initiatives.

Credits

Bensimon Byrne
Partner/Executive Creative Director: Joseph Bonnici
Creative Director: David Mueller
Writers: John Pavacic, David Mueller
Agency Producer: Michelle Pilling
Business Lead: Marli Bennett
Social Media Director: Kristina Kosa
Social Media Planner: Sarah Santarossa
Senior Media Planner: Sarah Lowden
French Supervision: Ariane France Smith

OneMethod
Director of XD: Kurt Krumme

Narrative
Creative Director: Debbie Chan
Art Director: Debbie Chan
Account Lead: Andrea Lee
Senior Account Managers: Sheri Clish, Vanessa Kissoon
Associate Account Manager: Katie Glover
Account Coordinator: Lindsey Hutchins
Junior Account Coordinator: Christine Boakye-Manu

Production Company: Untitled Films
Executive Producer: Tom Evelyn
Director: Hubert Davis
Director of Photography: Kiel Alexander Milligan
Line Producer: Ian Fingland

Casting: Jigsaw Casting

Editorial Company: Rooster Post
Editor: Michelle Czukar
Assistant Editor: Sarah Carlisle
Producer: Sam McLaren

Post Production Online: Fort York VFX
Producer: Tess Kennedy
Flame Artist: Luke White

Transfer: AlterEgo
Colourist: Conor Fisher

Music and Sound: Berkeley Inc.
Audio Director: Jared Kuemper
Audio Engineer: Jared Kuemper
Executive Producer: Tyna Maerzke