NSW ADC: World Elder Abuse Awareness Day

The NSW Ageing and Disability Commission (ADC) is a state government agency committed to protecting seniors and adults with disability from abuse and neglect. The ADC partnered with Punchy Studio to produce a video for World Elder Abuse Awareness Day to tackle the communication challenge of breaking the taboo surrounding elder abuse in Australian society. The brief was to raise awareness about the prevalence of abuse, which affects at least 5% of Australians over 65, and to educate the community on identifying signs of vulnerability such as increasing frailty or social withdrawal. We produced an impactful live action corporate video featuring expert interviews to discuss the fundamental causes of abuse, including ageism and social invisibility. Our approach focused on a message of collective action, highlighting the valuable contributions seniors make to the national fabric. The video is deployed across government websites and social platforms as a primary resource for reporting concerns through the Ageing and Disability abuse helpline. Through strategic scripting and professional voiceover work, we ensured the call to action was clear and supportive. The integration of motion graphics reinforces essential contact details for Crime Stoppers and the helpline, providing a safe pathway for anonymous reporting.