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Tears Foundation ad encourages humanity to act against abuse: #AfricanAdShowcase

The #ItsUpToUs ad by Tears Foundation, featured in this latest #AfricanAdShowcase, comes at a time when South Africa battles with the scourge of rape and abuse against women and children.

#AfricanAdShowcase celebrates and showcases some of Africa’s most inspired work in TV advertising, and is brought to you in partnership between Ornico and BizCommunity.

The TV commercial shows women and men dressed in black with a black background saying it’s up to us to stop sexual assault, to get in the way, to get a friend home safe; it’s up to us to look out for each other and stop it before it happens and to not look the other way.

Violence against women and children in South Africa has risen over the years with this year attracting more media attention and being part of public discourse. According to MoneyWeb, crime statistics show that the number of reported rapes rose 3.9% to 41 583 in the past year up to March, which is the highest in four years.

In September 2019, an increased number of rape incidents formed part of daily media coverage. This created a groundswell of community and civil society action, some of which culminated in protests around the country. It was also alongside campaigns about stopping this scourge and for government to take drastic measures against perpetrators.

The #ItsUpToUs message is clearly communicates to the viewer that it’s up to them to make a change because these acts are mostly done by people who are related or friends to the victims.

It appeals to everyone to speak up and help someone when they’re being attacked on the streets or to help to person get to where they need to go safely, instead of turning a blind eye.

The ad is about helping where you can and reporting the crime of abuse when you see it.


Country: South Africa

Clive Morris Productions for Tears Foundation

Executive Creative Director:  Lala Tuku

Creative Director: Sian Clark

TV production: Clive Morris Productions

Executive Producer: Khayelihle Dominique Gumede

Music and Sound Design: Shawn Smith

Agency Producer: Wendy Goncalves

Director: Sian Clark

Director of Photography: Daniel Black

Editor: Dan Correira

Stills Photographer: Bandile Mapau

If you are an agency or brand with work that’s on TV, please tweet us on @OrnicoMedia and add #AfricanAdShowcase. We’d love to see your latest offering.

Neo Webb

Broadcast Monitor at Ornico, Neo Webb, is on the pulse of all relevant brand coverage where she extrapolates useful business insights from media trends. She is also interested in digital marketing, copywriting and communication. Neo holds a diploma in Media Studies specialising in Strategic Public Relations. She may be hiking up a mountain while you read this.

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