Slapstick

Idea

Online Italian newspaper Fanpage.it has created a new campaign to raise awareness of domestic abuse, a disappointingly common occurrence in the country, with a unique approach of using children to front a short film about the issue. The film, simply called ‘What happens when you put a boy in front of a girl and ask him to slap her?’, sees 6 boys between 7 and 11 years old introduced to a pretty girl named Martina. After some short conversation, they’re asked to slap her, and their instinctive reaction forms the key message of the creative

What We Like

The film’s tagline, ‘in the kids’ world, women don’t get hit’, as well as the boys’ protests that boys don’t hit girls, which powerfully conveys the anti-abuse message. The film has been viewed almost 33 million times on Facebook in three days

Learnings

Sometimes a light-hearted or amusing creative can land a serious message more effectively when used to challenge attitudes or behaviours