Gold Winner

Radio — Public Service/Social Welfare

Entrant: Ogilvy & Mather Dublin, Dublin

ISPCC (Irish Society for the Prevention of Cruelty to Children)
"Stupid Little Bitch"

Voice-over: Holly Gregg Recording Studio: Mutiny, Dublin Production Company: Mutiny, Dublin Copywriters: Des Kavanagh/Laurence O'Byrne Executive Creative Director: Mike Mesbur Group Creative Director: Paul Smith Global Chief Creative Officer: Tham Khai Meng Agency: Ogilvy & Mather Dublin, Dublin Radio Station: Today FM Agency Account Directors: Irene Chaney/Dave Smyth Client Account Directors: Lloyd O'Byrne/Julie Stafford Corporate Name of Client: ISPCC (Irish Society for the Prevention of Cruelty to Children)
Description of the Project

Every day children are told they’re stupid little bitches, bastards, pricks. Children believe what they’re told. Because they’re told by adults, the people who are supposed to protect them. This emotional abuse damages their confidence, frightens and shatters their lives. This radio piece depicts the damage words caused to a little girl, her sense of self and her childhood.

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