THE CHALLENGE: Raise awareness for the general public that the current age of criminal responsibility in NSW is [shockingly] 10 years old, in a movement to change the policy to at least 14.

THE WORK: A provocative brand campaign - A Happier 10th Birthday - telling the story of a 10th birthday party inside a prison cell. The work went to TV, OOH, Print, Cinema, Digital, Radio and Social.

Creative Director | Director | Copywriter