Coward's Punch Campaign delivers over 1.5 million times to Schoolies

Pryzm is proud to report its delivery of Danny Green’s Coward’s Punch Campaign has recorded over 1.5 million impressions by young Australians in Schoolies 2018 locations.

The expertly crafted creative was produced and directed by Martin Wilson Films depicts Schoolies in scenarios where violence and fighting occurs in social situations. In the video, the graduated high school students swipe the violence away on their mobiles with the message ‘violence is ugly and it makes you ugly too’. The campaign was fully sponsored by Perth ASX-listed security product provider Threat Protect.

Pryzm was contracted to deliver the Coward’s Punch Campaign ad across Snapchat, Instagram and Facebook. Targeting 16 to 20 year olds, Pryzm deployed the advertisement to reach any young person that could find themselves at a Schoolies location in this situation. This included targeting 13 different locations, including the large Schoolies meccas like the Gold Coast, the Sunshine Coast, Rye and Byron Bay, as well as the smaller locations such as Rottnest Island and Victor Harbor.

The ad has delivered to the news feeds and stories of over 115,000 Australian Youths around the country, with each Schoolie being delivered the ad 10 times each on average. This heavy saturation was a deliberate strategy of Pryzm’s.

“Young consumers have grown up in a connected world and as such have been bombarded with online ads as much as we have,” said Director Harley Mitaros.

“The first time they see the ad, we made the assumption most won’t take in the gravity of the message; but once it appears a second, a third, a fourth and countless times on their social media, they’ll realise the campaign is serious about stopping violence.”

The campaign, including creative, was quarterbacked by two-time Boxing World Champion Danny Green. Green pulled together the campaign in a short time frame.

“Danny (Green) has been a pleasure to work with,” said Mitaros.

“The whole process, although on a tight schedule, has been thoroughly professional and enjoyable. There’s been a real passion from both sides to get a result here and that’s why I believe we’re seeing such success with the campaign.”

All in all, Pryzm is delighted to work on such an important national campaign with a very important message to youths; violence is ugly, and it makes you ugly too.