TVC | Outdoor | Social | Digital

Research shows 25% of males aged 12-24 hold disturbing attitudes that put them at risk of perpetrating or justifying violence against women. Our Watch tasked us with changing our target’s behaviour with a powerful motivator: the loss of their peer’s respect. Our campaign demonstrated the lasting impact their actions can have on a potential perpetrator’s reputation, via an emotive film that has since garnered 4.2 million views.