Showpony Advertising wins Round 2 of 2020 Siren Awards

Staff Writer

Round 2 of Commercial Radio Australia’s Siren Awards have been won by Showpony Advertising for a campaign addressing domestic violence.

The agency won the overall and campaign category of the awards, which recognise excellence in Australian radio advertising.

Showpony’s campaign for the South Australian Government was called ‘Break The Cycle’, and the 30-second ad ‘Break the Cycle – Intimidation’ won the best single ad category.

Created by Andy Scott, Parris Mesidis and Rory Kennett-Lister, the campaign used real accounts of domestic violence from victims and perpetrators.

Home can be an unsafe place for some. And with the need for physical distancing and self-isolation during the COVID-19 pandemic, South Australian women and children experiencing domestic violence are at an increased risk,” Scott, Mesidis and Kennet-Lister said.

“Our job was to create a campaign that would encourage men to identify their own abusive behaviour and utilise a new, dedicated 24/7 men’s domestic abuse website and hotline created by the State Government.”

A second ad in the campaign, ‘Break the Cycle – Domestic Abuse’, won the craft category for sound studio Seeingsounds and sound engineer Scott Illingworth.

A third ad called ‘Break the Cycle – Technological Abuse’ was highly commended.

“A radio commercial needs to build an instant connection with the listener and hold them there by whatever means – humour, drama, intrigue,” the creators added.

“In this case we needed to create scenes the listener could step straight into with recognisable performances, relatable environments and confronting scenarios. These ads also offer hope, a way out.”

CRA chief executive Joan Warner said the campaign “highlights just how powerful and authentic radio can be in directly delivering important messages and effecting change.”

Other ads in the highly commended category included Nova 93.7’s campaign ‘Buns’ for local burger joint Meet & Bun.

Round 3 of the 2021 Siren Awards is now open, with entries closing on 5 September 2020. The 2021 Gold Siren winner will be announced in May 2021.

The winners of Round 2 can be heard here.

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