17/12/2008
Our advertising arm, Industry, has been appointed by Leeds City Council to create a new campaign aimed at bringing help and advice to the victims of domestic violence.
The ‘speak out’ campaign, created by Industry duo Gary Delaporte and Mick Craven, uses arresting images and words to highlight victims’ fear and unwillingness to openly talk about the subject and has gone live across the city this week.
In order to create stand out and mass exposure, as dictated by the brief, the campaign will be featured on the new ‘Super 12’ bus side format. These are large format adverts which are now appearing on the side of buses across the city, offering unrivalled penetration into the heart of the city to ensure high levels of visibility.
The campaign will also be supported by a series of powerful 40 second radio adverts, all highlighting how relationships can turn into living nightmares, with many victims of domestic violence unable to find a way out.
Gary Delaporte, creative partner at Industry, said: “Domestic violence is a complex and difficult subject and we wanted to highlight these complexities, which is why we decided to show a women unable to speak out – a simple yet powerful image that says it all”.
“All too often we see visuals and messages that are way too complex and simply fail to achieve cut through. It was therefore imperative that we created a potent campaign that would effectively draw attention to the problem in just a couple of seconds.”
Michelle De Souza, domestic violence manager at Leeds City Council, added: “Domestic violence is a serious problem that we are determined to address, which is why we drafted in Industry. The advertising campaign devised by the team effectively conveys the issues surrounding domestic violence and we hope it will result in more women speaking out.”
Industry is a brand building advertising agency that operates under the fuse8 Group and provides services to fuse8 and other agencies requiring their expertise.
Mick Craven and Gary Delaporte, who head up the team, have worked together for over 16 years and created Industry following the closure of Poulters, where they previously spent six years. They have also spent time at JWT in Manchester and Propaganda in Leeds, winning a plethora of industry awards throughout their careers, including numerous Roses Awards, a Campaign Poster Award and D&AD recognition.