STOP THE COWARD PUNCH - LIFE SENTENCE
NATIONAL TVC CAMPAIGN
This ground breaking national campaign has garnered International acclaim rebranding terms like "King Hit" or "One Punch" attacks as the "Coward's Punch". This term has now become part of the national vernacular.
Showing these 3 sides to the story demonstrates how a single Coward Punch can destroy many lives.
The Walkers are a Melbourne family who lost their Son Jaiden to a Coward Punch in 2017. It’s been 4 years, but their wounds are still open and raw, and their lives remain devasted. Whilst developing the 2021 Coward Punch Campaign, Jaiden’s parents Jon and Heidi Walker bravely stepped forward with the offer to share their story.
This is an incredibly authentic and moving series of films that deliver the Stop The Coward Punch message in an extremely powerful way. While it targets a broad audience, one of the primary purposes is to connect emotionally with the parents, uncles, aunts and grandparents of young men and get them to talk about the campaign with them.
CREDITS:
Client - Coward Punch
Production Company - Third Storey Pictures
Producers - Nicole Ferraro & Martin Wilson
Director / Writer - Martin Wilson
Creative Director / Writer - Andrew Tinning - AT Creative
