Victoria Police
STOP IT Campaign
The brief:
Since 2016, Victoria Police has seen a rise in unwanted sexual behaviour on public transport. Through market research they found the process of reporting these acts for many individuals was riddled with barriers that were too hard or too confronting for many victims and witnesses to go through.
Enter STOPIT: a text-based notification service that allows users to notify police of unwanted sexual behaviour in real-time — removing significant reporting barriers for victims and witnesses alike.
The outcome:
Eric, Tom & Bruce partnered with Victoria Police in early 2020 to help bring STOPIT to the public and make public transport safer for everyone. Drawing on real-hand accounts, our key creative hinges on the power of community to report, expose and catch offenders by showcasing a range of perspectives that help form a picture of an assailant.
After two years in development and spanning 600+ assets, STOPIT was launched Victoria-wide in July 2022, spanning public transport, TV, radio, online, OOH and print.
What we provided:
Creative Strategy
Copywriting
Art direction
Shooting and production
Motion Design and Animation
Photography
CALD translations
Dispatch
Thanks to:
Creative Strategy: Steve Mckenzie
Creative Producer/Director: Samantha Haines
Production Manager: Anastasia Charisiou
Stills Photographer: Jon Webb
DOP: Brendan Cherry
Client: Victoria Police
Marketing and Communications Manager: Leigh Davies
Senior Communications Advisor: Isabella Anderson
Project Manager: Alison Boyes
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Client: Victoria Police
Marketing and Communications Manager: Leigh Davies
Senior Communications Advisor: Isabella Anderson
Project Manager: Alison Boyes
Production: Eric Tom & Bruce
Creative Strategy: Steve Mckenzie
Executive Producer: Noelle Jones
Creative Producer/Director: Samantha Haines
Production Manager: Anastasia Charisiou
Stills Photographer: Jon Webb
Stills Assistant: Aaron Widyanto
DOP: Brendan Cherry
HMUA: Lynn Wheeler
Wardrobe Stylist: Steph Hooke
Animator (Final): Steven Bunyan
Animator (Development): Victor Bandeira
Digital Artist (Portraits): Derek Leong
Digital Artist (Service Graphics): Ankur Singh Patar
Finished Artist: Katherine Farley
Sound Mix & Design: Windmill Audio
Editor: Jack Ralph
Outputs
Case Studies
Hero Campaign