#HateHurtsWales
Welsh Government.
TV Commercial
Over 1,500 hate crimes were reported in Wales 2019/20.
Tasked with making a series of films for a campaign to raise awareness of what a real hate crime is, we worked closely with SBW, advertising and marketing agency, to develop real reported and prosecuted hate crimes into a TV commercial. Each story was expanded into an individual case study film.
There are five key characteristics protected by hate crime laws: race, religion, sexual orientation, transgender identity, and disability. The campaign featured each one, based on real-life stories of abuse suffered by victims of hate crime in Wales.
Lots of time went into developing the script, visual look and sound design for the film. We also pulled together a large diverse cast of mainly local talent, bringing a much needed realness to the project. We were aware that having to act out these scenes could be triggering for some of our cast, so we also spent time briefing them about the details of the scenes. When it came to locations, we were able to take advantage of the affordable fees we are privy too as a Cardiff video production company.
Check out the behind the scenes film to see how the piece came together.
We also worked with a photographer throughout the production which meant the campaign has strong and consistent visuals throughout the whole of this award-winning campaign.
“Hard-working, creatively inspired and professional – On Par genuinely care about producing powerful films and content that will connect, move audiences and drive engagement.”
SBW Advertising
In addition to the TV Commercial, we produced a series of case study films that delved deeper into each of the five key characteristics.
