Go Gentle Australia: Case study

Credits & Description:

Brand GO GENTLE AUSTRALIA
Entrant CUMMINS & PARTNERS SYDNEY

CUMMINS & PARTNERS Sydney, Australia Entrant Company
CUMMINS & PARTNERS Sydney, Australia Idea Creation
HISTORY WILL BE KIND Sydney, Australia Idea Creation
CUMMINS & PARTNERS Sydney, Australia Production
CUMMINS & PARTNERS Melbourne, Australia Production
REVOLVER/WILL O'ROURKE Sydney, Australia Production
ARC EDIT Sydney, Australia Production
ODD STUDIOS Sydney, Australia Production
HISTORY WILL BE KIND Sydney, Australia PR
CUMMINS & PARTNERS Sydney, Australia Media Placement
CUMMINS & PARTNERS Melbourne, Australia Media Placement
Tom Martin Cummins&Partners Sydney ECD
Julian Schreiber Cummins&Partners Sydney ECD
Avish Gordhan Cummins&Partners Sydney Creative Director
Mandie van der Merwe Cummins&Partners Sydney Creative Director
Olivia Etzine Cummins&Partners Sydney Project Management
Alastair Flack Cummins&Partners Sydney Creative
Lorraine Costello Cummins&Partners Sydney Designer
Angus Martin Cummins&Partners Sydney Designer
Georgina Moxey Cummins&Partners Sydney Project Management/Production
Joe Godsell Cummins&Partners Sydney Client Services
Celia Karl Cummins&Partners Melbourne Digital Production
James Tammeslid Cummins&Partners Melbourne Digital Production
Edwina Brook History Will Be Kind PR Agency
Chris Chelvan History Will Be Kind PR Agency
Effy Elden Go Gentle Australia Digital Production
Justin Kurzel Revolver/Will O'Rourke Director
Michael Ritchie Revolver/Will O'Rourke Producer
Pip Smart Revolver/Will O'Rourke Producer
Serena Paull Revolver/Will O'Rourke Producer
Alex Kember Revolver/Will O'Rourke Producer
Peter Sciberras Arc Edit Editor
Odd Studios Odd Studios Make-Up
Georgia Pedersen Cummins & Partners Melbourne Media
Ben Eagleton Be Clour Colourist
Sam Petty Freelance Sound Design
Richard Betts Fin Design & Effects Post Production
Emily Newbould Fin Design & Effects Post Production
Entry Summary
There are three cultural/contextual factors worth explaining:
1. Voluntary Assisted Dying was not legal in any state in Australia. There have been 30 previous attempts to pass a voluntary assisted dying law in the country. None of them have succeeded.
2. A Voluntary Assisted Dying Bill was introduced in Victorian parliament in 2017 and politicians were going to vote on it. We needed to get the public to engage actively with politicians and express their support for voluntary assisted dying so that lawmakers felt confident enough to make a bold, historic change to the legislation.
3. Justin Kurzel is a well-known Australian director. While he is recognized internationally for directing Assassin’s Creed, in Australia he is best known for his chilling biographical Australian crime horror film - Snowtown.
Brief Explanation
STOP THE HORROR is a 6-minute film based on the true story of a terminally ill patient, Greg Sims. It was promoted as a ‘horror’ film by Australian director, Justin Kurzel (Assassin’s Creed, Snowtown), and it documents Sims’ brutal last days before he died. It captures the unrelievable pain and unnecessary suffering he had to endure at the end of his life.
The film is so distressing, it includes an age-gate and several warnings before the viewer can watch it. When the film begins, a ‘Stop The Horror’ button appears on-screen so the viewer can escape the film if it becomes too distressing. Once clicked, we revealed that Greg Sims did not have that same right - he could not escape the horror. We then give the viewer the contact details of their local politicians so they can express their support for a Voluntary Assisted Dying law.