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Award: Graphite Pencil

Graphite Pencil / Radio Advertising / Radio Advertising over 30 seconds / 2011

Women suffering from domestic abuse find it really hard to pick up the phone and talk about what they’re going through. We wanted to show them that we understand and that we can help them no matter how many attempts it might take them to open up. That’s why we created an ad that replicated the difficulty of one of these scenarios. To do so, we broke up a 60-second ad into three parts and aired them at different times during the same ad break, with random ads played in between.

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