There is a strong link between sporting events and physical and emotional domestic violence. We wanted to bring this to the attention of the public to generate both awareness and funding for Shine’s No Excuse’s program, which is dedicated to the rehabilitation of abusers.

To do this we created a radio campaign that demonstrates the severe consequences of a disappointing sporting result. To get our message across, we used the familiar sound of sports commentary as our vehicle, teaming up with well-known rugby commentators to ensure credibility.