Tzedek – A Better Way

Advertising | Art Direction
  • Tzedek / MannyWaks
  • Adrian Elton Creative*
  • Press Ad
  • Concept
  • Copywriting
  • Art Direction
  • Graphic Design
  • Finished Art
  • Grant Richard Krupp Concept Co-Development

Over the years I’ve had the privilege of working on projects for a broad range of pro-bono clients. Some have involved the creation of marketing materials for upbeat cultural events, while others have had more serious agendas.

Few however, have shared the gravity of this ad, which was developed for Tzedek, (meaning ‘justice’), a Melbourne based organisation, that advocates for the rights of victims of child sexual abuse within the Jewish community.

The layout, which ran in the Australian Jewish News, advertised an educational event which was aimed at helping parents better understand the behavioral signs that might indicate that their child had experienced trauma, as well as understanding how abusers, often people who are close to the family unit, systematically groom their victims.

The ad’s headline, “There’s a better way”, proved a powerful message when paired up with the image of an innocent Jewish child, bound up in bubble wrap. This pointed towards the fact that there are far more tangible and practical ways to protect children.

While there were some far harder-hitting concepts developed, part of striking the right balance required that we ultimately weren’t creating an ad that would inadvertently trigger further trauma for those already suffering in the community. It also approached the subject matter from the point of view of recognising that the community had already come to terms with the fact that there was a grave problem at hand, and was now at the point of needing to develop strategies for dealing with it.


Tzedek – A Better Way Image