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The campaign is multi media and revolves around outcomes of violent acts. This
includes TV, radio and poster mediums. This television commerical takes the
format of a trivial incident that escalates resulting in an arrest by police of
the offender and his lodging in cells. The commercial was filmed and edited by
Concept Corporate communications (Martin McGrevy and Tim Black).
The entire concept is pushing a cultural change, to walk away from a fight as
opposed to doing something that will later impact on you substantially.
I actively sought, and was lucky enough to obtain, the services of Kostya Tszyu
the WBC, WBA & IBF Super lightweight world boxing champion to front the
campaign. Kostya is very well respected and admired in the Newcastle area and I
believed that the irony of someone who fights for a living telling others to
walk away from a fight gave the concept a 'tag' which will gather interest.
This has in fact been the case.
Stage II of this project will involve members of the Newcastle Knights taking
the 'narrative role' in the commercials. Stage II of the project will be
managed by another officer.
We received corporate sponsorship from 'The Greater Building Society' and the
'Police Credit Union'.
Kostya's assistance in the program was obtained through the very kind
assistance of Mr Glen JENNINGS, owner of National Entertainment Services in
Newcastle (Wallsend) who is Kostya's boxing manager and bodyguard.
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