A collection of public service announcements that I have made over the years. They are a few years old now but I still like them and feel they are relevant.
Two Oceans Aquarium / Jaws
The client’s challenge
After a spate of shark attacks in Cape Town caused an enormous outcry of public alarm, our client, the Two Oceans Aquarium, wanted to bring shift perceptions about these magnificant creatures. The reality is that they are on the verge of being endangered because 100 million sharks and rays are killed every year. This is compared to the statistic that an average of 5 people are killed by sharks annually.
The idea
Modeled on the famous "Jaws" attack scene that did irreparable damage to the Great White Shark's reputation, this ad urged people to, as the name of the charity suggests "Rethink The Shark." The ad was launched during Shark Awareness week.
National Council Against Smoking / Tar
The client’s challenge
For our client, the National Council Against Smoking, telling a smoker that smoking is bad for you is like repeatedly hitting your head against a wall. They have heard the story before and can't relate to it because to them, they feel fine.
The idea
Demonstrate the harsh reality of smoking 20 cigarettes a day, everyday.
Drive Alive / St Tristines
The client’s challenge
In South Africa over the holiday period, the roads become very busy, and very dangerous. Every Festive Season the death tolls on South African roads rise to alarming highs due to drunken and careless driving. This turns what should be a happy and fun time with the family, into something tragic.
The idea
We wanted to reframe the idea of a holiday and make people think again before hitting the road. What if their holiday was spent in a hospital? How much fun would that be?