WOMEN'S WRITING COMPETITION: PRETTY BABY

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Released:	April 2008
Advertiser:	POWA (PEOPLE OPPOSING WOMAN ABUSE)
Brand name:	WOMEN'S WRITING COMPETITION
Country:	South Africa
Category:	Public health & safety

Credits:

Advertising Agency: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA, Johannesburg
Executive Creative Director: Damon Stapleton
Creative Director: Amanda Horwtiz/Nicholas Hulley
Scriptwriter: Amanda Horwitz/Belinda Selby
Agency Producer: Alison Ross
Account Supervisor: Sharlene Fine
Sound Engineer: Paul Geddes


Script in English
MVO: Come here my pretty baby Let big daddy see you huh. Smell you. You filthy stinking whore, go away you worthless hag you are ugly and you stink! Why do you make me to do this? Every time...

SFX: Typing sounds

FVO: ...he said, pulling me towards him.

ANN: Fight back with words. Enter the POWA Women’s writing competition. Visit powa.co.za for details.
POWA. People Opposing Women Abuse.

Script in Orginal Language
MVO: Zwahalal hi my pretty baby. Let big daddy see you huh. Smell you. Ahh suka wena, Rha shumani. Futhi umubi uyanuka. Why do you make me to do this? Every time....

SFX: Typing sounds

FVO: ...he said, pulling me towards him.

ANN: Fight back with words. Enter the POWA Women’s writing competition. Visit powa.co.za for details. POWA. People Opposing Women Abuse.

Brief Explanation
POWA provides therapeutic service to women who have suffered all forms of abuse. The POWA Women’s Writing Competition is an initiative using writing as a means to emotional healing.

Our campaign idea is that by becoming the writer you take back control. In the spots, the listener is exposed to typical verbal abuse. However, each ends with a woman saying: ‘he said.’ We realize the abusive voice is in the writer’s head. These executions demonstrate how by fighting back with words the writer regains control – a critical step in emotional healing.