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Stonewall “It's Not Therapy, It's Abuse” 2024

Stonewall “It's Not Therapy, It's Abuse” (2024) is a Stonewall commercial directed by Zhang + Knight for The & Partnership, produced by Academy. It won 5 awards, including One Show 2023 Bronze Pencil — Film & Video, British Arrows 2024 Silver — Charity & Public Service and Creative Circle 2023 Silver FILM - Best Tactical Film (single).

A young person is subjected to various forms of conversion therapy, including psychological manipulation, physical abuse, and religious exorcism, before finally being reunited with their family.

Video: Stonewall on YouTube

Shot by shot

  1. A close-up shot of a drawing of a person's face with curly hair and blue eyes, surrounded by other drawings, in an interior setting.© Stonewall0:16
  2. A close-up shot of a drawing of a person with curly hair and a thoughtful expression, lying on a surface with other papers.© Stonewall0:19
  3. A close-up shot shows a person's hand with blue nail polish, hesitantly signing a document labeled "Patient Consent" with a pen.© Stonewall0:36
  4. A slightly ajar door reveals a blurred view of a psychotherapist and a patient sitting at a table in a brightly lit office.© Stonewall0:43
  5. A person sits on the floor in a dimly lit room, seen through a doorway, with a "You Will Get Better" sign on a wall in the foreground.© Stonewall1:17
  6. A person with curly hair and a knitted garment looks down, appearing distressed in a dimly lit interior.© Stonewall1:24
  7. A group of people, including a man in a yellow shirt on the floor, are gathered in a brightly lit community hall, while others sit on chairs in the foreground.© Stonewall1:25
  8. A man with reddish-blonde hair and a light blue shirt looks up and to the right, while two other men are blurred in the background.© Stonewall1:27
  9. A young person with curly hair sits surrounded by adults touching their head and shoulders, looking distressed in an interior setting.© Stonewall1:32
  10. A camera pans right from a wall of mugshots to a barbershop, where a barber shaves a man's head while other men wait.© Stonewall1:37
  11. An older woman with short blonde hair embraces a younger person, her eyes closed and a look of relief on her face, outdoors.© Stonewall1:55
  12. A young man with a blue beanie and jacket hugs an older woman, then looks directly at the camera with a serious expression in an outdoor setting.© Stonewall1:57

Stills © Stonewall. Made by The & Partnership, Academy and Zhang + Knight.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Conversion therapy is abuse, not therapy, shown through a young person's harrowing experience.

Tagline: “'Conversion therapy' is not therapy. It's abuse.”

psychological manipulationphysical abusereligious exorcismfamily reuniontransformationsocial commentary

The cut

Length
143 s
Shots
26
Average shot
5.5 s

What creatives use Stonewall “It's Not Therapy, It's Abuse” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Stonewall “It's Not Therapy, It's Abuse”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A close-up shot of a drawing of a person's face with curly hair and blue eyes, surrounded by other drawings, in an interior setting.© StonewallA close-up shot of a drawing of a person with curly hair and a thoughtful expression, lying on a surface with other papers.© StonewallA close-up shot shows a person's hand with blue nail polish, hesitantly signing a document labeled "Patient Consent" with a pen.© StonewallA slightly ajar door reveals a blurred view of a psychotherapist and a patient sitting at a table in a brightly lit office.© Stonewall
    Frames from Stonewall “It's Not Therapy, It's Abuse”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Stonewall “It's Not Therapy, It's Abuse” in order, with its length, framing and what happens in it.

    A close-up shot of a drawing of a person's face with curly hair and blue eyes, surrounded by other drawings, in an interior setting.© StonewallA close-up shot of a drawing of a person with curly hair and a thoughtful expression, lying on a surface with other papers.© StonewallA close-up shot shows a person's hand with blue nail polish, hesitantly signing a document labeled "Patient Consent" with a pen.© StonewallA slightly ajar door reveals a blurred view of a psychotherapist and a patient sitting at a table in a brightly lit office.© StonewallA person sits on the floor in a dimly lit room, seen through a doorway, with a "You Will Get Better" sign on a wall in the foreground.© StonewallA person with curly hair and a knitted garment looks down, appearing distressed in a dimly lit interior.© Stonewall
    Length: 143 s · Shots: 26 · Average shot: 5.5 s

  3. 03Ad ideas: every spot built on a family reunion

    Before you present an idea, you need to know who has done it, and how.

    Stonewall “It's Not Therapy, It's Abuse” is built on a family reunion. Search the library by idea to see every spot that uses it.

    Converse x Daily Paper “Homecoming”© Converse x Daily PaperDocMorris “Take Care of Yourself”© DocMorrisCerveza Victoria “Cempasúchil”© Cerveza VictoriaMondelēz International “Proud Parent”© Mondelēz International
    Converse x Daily Paper · DocMorris · Cerveza Victoria · Mondelēz International

More commercials by Zhang + Knight

More from The & Partnership

Award-winning public service & ngo commercials

Questions

Who directed the Stonewall “It's Not Therapy, It's Abuse” commercial?

Zhang + Knight directed it, produced by Academy, for the agency The & Partnership.

Which agency made Stonewall “It's Not Therapy, It's Abuse”?

The & Partnership created it for Stonewall (2024).

What awards did Stonewall “It's Not Therapy, It's Abuse” win?

5 awards, including One Show 2023 Bronze Pencil — Film & Video, British Arrows 2024 Silver — Charity & Public Service, Creative Circle 2023 Silver FILM - Best Tactical Film (single) and British Arrows 2024 Bronze — The Impact Award.

What is the tagline of Stonewall “It's Not Therapy, It's Abuse”?

“'Conversion therapy' is not therapy. It's abuse.”

Sources for the credits and awards

britisharrows.comweb.archive.orgoneclub.orgoneclub.org