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FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign’s core creative structure is centered around highlighting the serious issue of non-consensual sharing of intimate images—a prominent and relatable modern problem. The narrative traces the motivations and consequences of this digital abuse, underscoring the harm and legal repercussions now in place due to new legislation. The film culminates by presenting the actionable solution: a new online portal where such crimes can be reported and images removed. There are no protagonist-driven stories, overt symbolism, or celebrity presenters—rather, the communication draws attention to a prevalent social issue and follows through with a clear, solution-oriented call to action, precisely matching the “Show the Problem” format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. An Garda Síochána – Positioned as Ireland’s national policing service focused on community safety and crime prevention, leveraging trust and visibility to maintain public order while supporting justice system initiatives. 2. Legal Aid Board – Provides accessible legal support and representation to underprivileged and vulnerable groups, differentiating through commitment to fairness and facilitating access to justice for all societal segments. 3. Irish Human Rights and Equality Commission – Acts as a watchdog and advocate for human rights and equality, emphasizing policy influence, education, and enforcement to foster a more inclusive and just society. 4. Victim Support – Specializes in offering emotional and practical assistance to crime victims, positioning itself as a compassionate, confidential service aimed at empowering survivors and facilitating recovery. 5. Probation Service Ireland – Focused on offender rehabilitation and community safety, it differentiates by promoting restorative justice approaches and reducing reoffending through tailored supervision and support programs.
Intimate ImagesThis professional campaign titled 'Intimate Images' was published in Ireland in September, 2021. It was created for the brand: Department of Justice, by ad agency: TBWA. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 3 years ago.Department of JusticeIrelandFilmPublic Interest1. Year: 2021 2. Title: DOJ Intimate Images Campaign 3. Description: In our latest campaign for the Department of Justice, we underline that the sharing of intimate images without that person’s consent is always a crime. And that such cases can be reported via a new online portal. Coco’s Law, which the Irish Government passed in February, means the legislation is now in place to convict both those who intend to cause harm or people who share images without considering the victim. Copywriter Martin Corcoran says: “Research told us that this issue was a grey area for many in Ireland. Some don’t see it as a big deal. Others brushed off the impact it can have, especially when not personally connected to the victim. So we developed the script to show how a careless message could connect you to people with far more harmful intentions.” Shot over two days, the online film was directed by Matthieu Chardon – his first piece of content since joining the team at TBWA as Creative Lead & In-house Studio Director. The 30 second spot traces through the most common motivations that can lead to an intimate image spreading online, and shows that all are now serious offences. Running across VOD and social channels, a 30 second digital audio spot was also created to work alongside the main content. Business Director at TBWA\Dublin, Yvonne Caplice, adds: “We've worked with the Department of Justice on a number of serious issues in recent years, creating highly impactful campaigns. Whereas topics like domestic violence and sexual violence are age-old problems, this campaign addresses a far more contemporary matter: digital sexual abuse. Our goal is twofold, to call out the sharing of intimate images without consent as a serious crime in all cases, and to show people how to report these images so they can be removed.” 4. Language: en 5. Views: 1065 6. Likes: 3 7. Comments: 0Documentary/Social ExperimentThe Department of Justice’s "Intimate Images" campaign aims to establish a clear and authoritative stance on the criminality of sharing intimate images without consent, emphasizing both the legal consequences and the availability of a new online reporting portal. It seeks to shift public perception by underscoring that such actions are serious offenses under recently enacted legislation, known as Coco’s Law, which criminalizes not only deliberate harm but also negligent sharing of private images. This proposition positions the Department as both an enforcer of contemporary digital laws and a facilitator of victim support. The campaign’s market strategy is informed by research revealing widespread ambiguity and minimization of the issue among the Irish public. Many individuals neither recognize the seriousness of non-consensual image sharing nor relate personally to the victims, leading to a grey area in public awareness. By developing a short, impactful 30-second film structured as a social experiment, the campaign illustrates common motivations behind image sharing and connects those seemingly harmless actions to broader harmful consequences. The creative approach leverages narrative clarity and social realism to make the abstract legal implications more tangible and immediate. Targeting digitally active audiences across video-on-demand and social channels, it also uses a complementary audio spot to reinforce the message. Overall, the strategic insight lies in addressing digital sexual abuse as a contemporary public interest issue distinct from traditional forms of violence, requiring updated legal understanding and cultural awareness to drive behavior change and encourage reporting.FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign’s core creative structure is centered around highlighting the serious issue of non-consensual sharing of intimate images—a prominent and relatable modern problem. The narrative traces the motivations and consequences of this digital abuse, underscoring the harm and legal repercussions now in place due to new legislation. The film culminates by presenting the actionable solution: a new online portal where such crimes can be reported and images removed. There are no protagonist-driven stories, overt symbolism, or celebrity presenters—rather, the communication draws attention to a prevalent social issue and follows through with a clear, solution-oriented call to action, precisely matching the “Show the Problem” format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques1. An Garda Síochána – Positioned as Ireland’s national policing service focused on community safety and crime prevention, leveraging trust and visibility to maintain public order while supporting justice system initiatives. 2. Legal Aid Board – Provides accessible legal support and representation to underprivileged and vulnerable groups, differentiating through commitment to fairness and facilitating access to justice for all societal segments. 3. Irish Human Rights and Equality Commission – Acts as a watchdog and advocate for human rights and equality, emphasizing policy influence, education, and enforcement to foster a more inclusive and just society. 4. Victim Support – Specializes in offering emotional and practical assistance to crime victims, positioning itself as a compassionate, confidential service aimed at empowering survivors and facilitating recovery. 5. Probation Service Ireland – Focused on offender rehabilitation and community safety, it differentiates by promoting restorative justice approaches and reducing reoffending through tailored supervision and support programs.Department of Justice, DOJ, Intimate Images, 2021, Ireland, public interest, public service, social experiment, documentary, digital sexual abuse, online portal, Coco’s Law, consent, sharing images without permission, criminal offense, online film, social channels, VOD, social media, TBWA, Matthieu Chardon, Yvonne Caplice, campaign, social awareness, digital safety, privacy, sexual violence, domestic violence awareness
Brand: Department of Justice
Agency: TBWA
Country: Ireland
Year: 2021





