Radio ad: Shine: No Excuses

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Charity organisation Shine (www.2shine.org.nz) has launched a powerful new radio campaign to generate awareness and funding for its ‘No Excuses’ programme, a 20 week positive change programme that helps men who have used abuse against family members to change their behaviour and develop respectful relationships.

The ads, which focus around the commonly held belief that domestic violence increases after a sporting loss, are recorded in sports commentary style and feature two of New Zealand’s most high profile rugby commentators; Tony ‘TJ’ Johnson and Scott ‘Sumo’ Stevenson. The ads initially appear to be a commentary of a sports match, but as they unfold it becomes clear they are in fact a commentary of domestic abuse.