it'S NOT LOVE. IT'S COERCIVE CONTROL.NSW GOVERNMENT
DEPARTMENT OF COMMUNITIES & JUSTICE
CONCEPT PITCH // CREATIVE DIRECTION // SCRIPTWRITING
“Post #MeToo, we’ve seen a mass revisiting of cultural moments in film and media through a new, more enlightened lens. We’re now looking back on our own experiences and questioning, was that behaviour ever really love?
Our creative approach highlights this contrast between the perceived love and actual abuse in order to assist the audience to identify coercive control in their own experiences, as well as the relationships around them.”
— yours truly, in Campaign Brief.
Following eight months of research, strategic planning, and creative development with Entropico, the NSW Government launched a campaign to raise awareness and promote understanding of coercive control.
In partnership with CD Thomas McMullan, I was brought on to pitch and execute this campaign, which also supports the upcoming 2024 changes to NSW legislation which introduce an offence for coercive control.