Microsoft word - wayside pr release 2011v4 _2_.doc

111a Union Street McMahons Point NSW Australia 2060 T 612 8404 3700 F 612 8404 3750 www.ursaclemenger.com.au NEW WAYSIDE CHAPEL “LOVE OVER HATE” CAMPAIGN.
WAYSIDE SEEKS COMPASSION FOR THE ADULT BY SHOWING THE VULNERABILITY OF THE CHILD.

UrsaClemenger has produced a new multi-media campaign for The Wayside Chapel.
The centrepiece is a 30 second TVC featuring challenging imagery of a small boy being tattooed with the words
‘hate’, ‘violence’, ‘cruelty’, ‘abuse’ and ‘neglect’ and represents the often dark and violent pasts of the
marginalised adults who seek Wayside’s help.
Wayside’s CEO, The Reverend Graham Long said, ‘We used a child in this ad because for every person who falls
by the wayside, there is a story of vulnerability and struggle. The image of an abused child is difficult to watch but it
is a deep insight into the social forces that produce alienation, mental illness and social dysfunction.’
Richard Wylie from UrsaClemenger said, “Our long association with The Wayside Chapel has shown us that
everybody comes into the world an innocent child. It’s what happens next that defines the future. A dysfunctional
home life, parents with substance addiction issues, being the victim of violence or sexual abuse… that’s what
sets a path to the wayside”.
Taking several months and many favours to complete, this latest instalment in the ‘Love over Hate’ campaign
builds on Wayside’s reputation as a non-judgemental haven where even society’s most desperate are met with
unconditional love and support.
Adding to the power of the film is the worldwide Kings of Leon hit, “Use Somebody”; the rights for the song
generously donated by the band for 12 months. The voiceover was performed by David Wenham: long-time
patron of Wayside.
Apart from financial support, UrsaClemenger hopes the video will also generate greater acceptance of this
sometimes-controversial institution that works at the very edge of society, rather than at a safe distance from it.
The campaign launches on Sunday 10th April on Free to Air and Pay TV. The video can also be seen on
thewaysidechapel.com.
ENDS

Please Note:
Due to the usage restrictions, the Kings of Leon version can only be viewed on thewaysidechapel.com website. Please do not embed this video on any external sites. Instead, please guide viewers to http://www.thewaysidechapel.com For more information please call:
Denis Mamo:
Executive Creative Director at UrsaClemenger on 02 8404 3729 or 0419 991 627
Graham Long:
Pastor/CEO, The Wayside Chapel on 0414 375 529
FOR CREDITS PLEASE SEE NEXT PAGE:

111a Union Street McMahons Point NSW Australia 2060 T 612 8404 3700 F 612 8404 3750 www.ursaclemenger.com.au The Wayside Chapel: “Love over Hate” credits

Marketing Manager
Executive Creative Director
Art Director
Copywriter
Agency Producer
Director
Production Company
Producers
Post production
Strategy
Account Director
About UrsaClemenger
UrsaClemenger is Australia’s leading advertising agency with a focus on health and wellness. Based in Sydney, UrsaClemenger was formed in 2010, the result of a merger between Ursa, CJB and Renard and is owned by The Clemenger Group. UrsaClemenger creates award-winning ideas that aim to improve the lives of all Australians. Areas of expertise include consumer, trade, direct & digital marketing, strategic and channel planning and of course, outstanding creative ideas across all disciplines. Abbott (Humira, Physiotens, Zanidip, Zanextra), Actelion (Tracleer), Astra Zeneca: (Crestor, Atacand, Brilinta, Nexium), ACSA , Boehringer (Bisolvon, Dulcolax, Buscopan), iNova (Aldara), GSK (Nicabate, Cartia, Zovirax, Beconase, Panandol Expert, Breathe Right, Oral Care), J&J Pacific, J&J Medical, Novartis (Onbrez, Gilenya), Novartis Animal Health (Sentinel, Henkel), Dept Nursing & Midwives, Merck Serono: (Fertility, Saizen), Merial (Ivomec, Eprinex, Eclipse, Ivomectin), John Deere, Targus, HRI, Metabolic Cereals, Vision Australia, Wayside Chapel, NSW Maritime, CSL, Roche (Xeloda), BI (Sifron) Alcon

Source: http://www.thewaysidechapel.com/documents/WaysidelaunchesnewLoveoverHateTVCommercial.pdf