White Ribbon Canada "Day After Day" PSA on Gender-Based Violence | Clapboard Ad Archive

Day After Day

Description

Day After Day is a poignant public service announcement created for White Ribbon Canada by the esteemed ad agency Bensimon Byrne and directed by Oscar-nominated filmmaker Hubert Davis. Released in June 2021, this impactful film addresses the urgent issue of gender-based violence exacerbated by the COVID-19 pandemic, speaking directly to men who may be using or are at risk of using violence as a coping mechanism during these challenging times. The campaign reflects harsh realities drawn from Canadian statistics during the pandemic year: between March and October 2021, calls to police related to domestic disputes rose by 8.2 percent, and support services across provinces saw alarming surges, including a 400 percent increase in calls to battered women’s support organizations in British Columbia and Ontario during critical months. Furthermore, research indicates a troubling year-over-year increase in femicide within the same timeframe. As the largest global movement of men and boys committed to ending all forms of gender-based violence, White Ribbon’s PSA aims to break the silence surrounding male stress and violence, reassuring men they are not alone in their struggles and emphasizing that help is accessible. The film not only raises awareness but also directs viewers to vital resources through its dedicated website. By combining authentic storytelling with a call to action, Day After Day serves as a powerful communication vehicle, utilizing the emotional resonance of film to foster empathy, accountability, and change. This campaign stands as a crucial intervention within the Public Interest sector, leveraging strategic messaging to engage and mobilize men toward positive behavior change, support availability, and ultimately, the reduction of gender-based violence in Canadian communities.

Credits

Client

White Ribbon Canada

Agency

Bensimon Byrne

Chief Creative Officer

Joseph Bonnici

Creative Director

Debbie Chan, David Mueller

Art Director

Debbie Chan

Writers

John Pavacic, David Mueller

Producer

Michelle Pilling, Tom Evelyn, Ian Fingland, Sam McLaren, Tyna Maerzke, Tess Kennedy

Account Management

Andre Lee, Marli Bennett, Ariane France Smith, Andrea J. Lee, Sheri Clish, Vanessa Kissoon, Katie Glover, Lindsey Hutchins, Christine Boakye-Manu

Social Media Director

Kristina Kosa

Social Media Planner

Sarah Santarossa

Senior Media Planner

Sarah Lowden

Director Of Xd Onemethod

Kurt Krumme

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Campaign Proposition

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