Powa: WAKING UP THE NEIGHBOURHOOD by Ogilvy Johannesburg for People Opposing Women Abuse (POWA)

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Industry Public awareness, Against violence
Media Film
Market South Africa
Agency Ogilvy Johannesburg
Creative Director Robyn Bergmann, Catherine Conradie, Fran Luckin
Art Director Renier Zandburg
Copywriter Taryn Scher
Producer Jo Barber
Account Supervisor Louise Johnston
Editor Jonty Fine
Released June 2011

Awards

London International Awards 2011
TV/Cinema/Online Film Public Service/Social Welfare Silver

Credits & Description

Type of Entry: Product & Service
Category: Fundraising & Appeals
Title: WAKING UP THE NEIGHBOURHOOD
Advertiser/Client: POWA
Product/Service: FEMALE ABUSE PREVENTION
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Advertising Agency: OGILVY JOHANNESBURG, SOUTH AFRICA
Chief Creative Officer: Fran Luckin
Executive Creative Director: Fran Luckin
Creative Director: Fran Luckin//Robyn Bergmann//Catherine Conradie
Art Director: Renier Zandburg
Copywriter: Taryn Scher
Agency Producer: Debbie Dannheisser
Advertiser's Supervisor: Nonhlanha Mokwena
Account Manager: Shera Eshmade
Account Supervisor: Louise Johnston
Production Company: FRIEZE FILMS Johannesburg, SOUTH AFRICA
Director: Jonty Fine
Producer: Jo Barber
Editor: Jonty Fine
Sound Design/Arrangement: Jo Anne Darling-Risi/Zak Binikos
Cameraman: Jonty Fine
Post Production: Fr'quency
Brief Explanation:
This was a real experiment in a complex in Johannesburg. The neighbours responded exactly as shown in the video – no actors were used, nothing was staged.
With no budget for a high-production ad, we used the residents of a typical townhouse-complex to tell our story. We confronted South Africans with their own apathy regarding woman abuse, showing that their passiveness is part of the reason why 1400 women are killed.

The Film titled Powa: WAKING UP THE NEIGHBOURHOOD was done by Ogilvy Johannesburg advertising agency for People Opposing Women Abuse (POWA) in South Africa. It was released in Jun 2011.