One Punch Can Kill Campaign
The One Punch Can Kill campaign is a Queensland Police initiative aimed at preventing senseless violence among young people, and about stopping them from making split-second decisions that could ruin their lives or the lives of others.
Based on the recommendations from the Government’s Youth Violence Task Force, which called for targeted media strategy to send home the message of anti-violence, CI Productions were commissioned by Gen Y agency Fresh Marketing to produce two 30 sec TVCs for statewide broadcast.
The brief was to deliver a message in line with the One Punch Can Kill focus of empowering young people (with a target audience of males aged 15 - 25) to consider the consequences of their decisions, such as whether to fight or walk away. In addition, the delivery was also to tie-in with the “I support Blokes who don’t fight” print campaign, based on research that found young males are highly influenced by the women who surround them.
