Faces of Abuse
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Financial abuse of seniors is insidious, takes many forms, and can even be inflicted by a loved one. Our approach to raising awareness of this issue was to create a scenario that looked completely innocent on the surface: an elderly woman having tea with a woman who could be a relative, care worker, or neighbour. Using a dramatic change of tone, we quickly take the viewer beneath the friendly exterior to show the kinds of abuse that could be taking place: pressure to help with a bad investment, flattery to coerce money, and threats of abandonment. As the elderly woman becomes aware of what is really going on, she walks away from the situation to seek help. The ad was produced in English and French for a national audience in Canada. It is currently running as pre-roll on major news sites frequented by the target audience.
Advertising Agency: Acart Communications, Canada Senior Creative Director: John Staresinic Creative Director: Tom Megginson Associate Creative Director: Vernon Lai Art Directors: Kerry Hodgson, Javier Frutos Copywriters: Tom Megginson, Vincent LeBlanc Production Manager: Lynn Norris Agency Producer: Pierrette Bornais Account Director: Gillian Todd-Messinger Account Manager: Tania Glithero Media Strategy: Sue McKinney, Kevin Scannell, Natalie Lafleche Production House: La Cavalerie Director: Dominique Laurence Producer: Émilie Heckmann Production Manager: Sébastien Poussard DOP: Jonathan Decoste Artistic Director: Susan MacQuarrie Editors: Hubert Hayaud, Benoit Marcoux Stylist: Marie-Claude Guayvia adsoftheworld.com