Step Back Think - punch through the shoe lace advertising campaign in Billboard Mock up

The Challenge

Step Back Think, the not-for-profit organisation focused on the prevention of social violence, asked us to develop a powerful, media neutral creative concept to stop people in their tracks. The campaign, to support their annual ‘Lace Up against social violence’ awareness, education and fundraising event, required a strong visual mnemonic to create an immediate impact and demonstrate the devastating impact of social violence.

 

Step Back Think - punch through the shoe lace advertising campaign visual asset
Step Back Think - punch through the shoe lace advertising campaign in Airport Mock up

The Thinking

‘One punch can end everything’ is the campaign line. A stark image of a fist with a flat-lining pulse was used to drive the severity of the message home in an impactful way. The orange pulse graphic was created from a shoe lace, to express the call to action of lace up against social violence.

Creative Development + Radio + Digital Display + Social Media + OOH

“Thanks to the powerful campaign concept and messaging created by the Brands to life® team, we shared our anti-violence message far and wide. Millions were reached through national media attention… we are proud of the success we have achieved together.”

Anna O'Halloran | CEO Step Back Think