Good Girl. Good Wife.

PSA/Charity (any length) - Single

2014

FCB Toronto
e: robin.heisey@fcb.com

Company: FCB Toronto Chief Creative Officer: Robin Heisey Creative Direction: Jeff Hilts Copywriting: Jeff Hilts Account Director: Cynthia Roach Agency Producer: Joan Digba Music/Sound: RMW Sound Production: Art Mullin

The cycle of abuse can occur over decades, the victim trading one abuser for another. This campaign utilizes young and old actors, and digital techniques like pitch and format shifting to accomplish that transformation in 60 seconds, to a chilling effect. Appropriately, Family Service Toronto is one of the few organizations with programs to help not only the abused but also abusers, in an effort to break the cycle from both sides.