I found video of the RSPCA’s new campaign. Some of the ads are fine. Good, even. One of them? Not so much.
Violence against women triggers below the cut. (Bad ones.)
Edit 24 April 2008: The main page for the RSPCA NSW campaign is here: “The RSPCA Needs You“
This particular ad uses graphic triggering imagery of a man beating a woman, to the sound of a yelping dog.
Women attending the launch of the campaign in Sydney yesterday were reduced to tears at the ferocity of images showing the man relentlessly punching the woman and throwing her around a room.
Sydney advertising agency The Campaign Palace, better known for Target ads and environmentally focused Westpac promotions, created the campaign for the animal welfare organisation with a clear brief to shock people out of their complacency about cruelty.
So were any men “reduced to tears”? How about abusers, were they weeping and running out of the room? Or is this all about causing women who have been victims to freak out, so the RSPCA can smugly crow at them that the “shock” value was worth it?
Closeup on a distressed woman’s face. A man suddenly attacks her, and beats her repeatedly. The soundtrack is of a dog being repeatedly beaten.
Voiceover: “37 percent of violent criminals admit to being cruel to animals in their childhood. To break this cycle, the RSPCA runs programmes teaching kids to respect animals.”
Text: the rspca needs you