Written By: Ogilvy South Africa—On the 9th of May POWA, in partnership with Ogilvy Johannesburg, decided to conduct a social experiment in a townhouse complex in a Johannesburg suburb. The idea was simple: make as much noise as possible in a quiet part of suburbia to test when the neighbours would start complaining. The results, however, were rather disturbing. While the neighbourhood was immediately up in arms during a vigorous drumming session, a (pre recorded) physically violent fight between a couple, supplemented with screams, the live sound of smashing walls, crockery, broken glass and a vicious beating, elicited no reaction whatsoever. Watch the disturbing video below.
POWA Social Experiment from Ogilvy South Africa on Vimeo.
For more information, visit www.powa.co.za and www.ogilvy.co.za.
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4 comments:
The things that make you say OMG! Shocking to think that no one would react/respond to a life threatening situation such as domestic violence...the culture of silence that, this is a family affair or personal business has got to stop...
Belinda, I co-sign your comment. I am very disturbed by this video, and the fact that it has gone viral in the wake of a study that came out last week about the high rates of rape in South Africa is especially horrific. If there was ever a wake up call, this is it.
Psychology 101. It's called the by-stander effect. It is a universal human phenomenon that people do nothing in times of crisis. It's because people assume someone else has called the police, or that someone else has done something. Think about it...when you see a car wreck on the side of the highway do you call the police? Even though there's a long line of traffic building up to it, do you get out of your car and see if the people inside are OK? More than likely, no. You'll stop. Stare. And drive off, assuming the police are on their way or that someone else more capable is taking care of them.
Wow, this advert should be shown everywhere. That is really powerful.
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