"Stop the Coward Punch" -- Life Sentence Film Campaign

The "Coward's Punch" film campaign. This ground breaking national campaign has garnered International acclaim rebranding terms like "King Hit" or "One Punch" attacks as the "Coward's Punch". This term has now become part of the national vernacular.

Former World Boxing Champion Danny Green’s Stop the Coward Punch Campaign has been running since 2013. During that time, it has been remarkably successful, with fatalities reducing by 50%. The term ‘Coward Punch’ has been adopted as part of the vernacular and is widely used by the media and public, replacing phrases like ‘King Hit’ that glorify these gutless acts of violence.

After several years of inactivity, these latest instalments are designed to raise awareness and continue to educate the public on the senseless nature and devastating consequences of these attacks, and brand those responsible as cowards.

A Coward Punch has the potential to destroy not just one life, but many. There is the victim who may lose their life or be left with life altering injuries as a result. Their family who will suffer lasting emotional trauma from their insurmountable loss. And the perpetrator, who, if justice is served will be incarcerated for up to 10 years and continue to pay the price long after. For him, and the family of the victim, it is a life sentence.

In this campaign of three films, we take that idea and show it from three perspectives.

The Victim whose life has been stolen, the family who have been robbed of their son, and the perpetrator who will live with the consequences of his actions for the rest of his life wherever that may be.

Showing these 3 sides to the story demonstrates how a single Coward Punch can destroy many lives.

The Walkers are a Melbourne family who lost their Son Jaiden to a Coward Punch in 2017.

It’s been 4 years, but their wounds are still open and raw, and their lives remain devasted.

Whilst developing the 2021 Coward punch Campaign, Jaiden’s parents Jon and Heidi Walker bravely stepped forward with the offer to share their story.

They pulled no punches in describing their loss and how one gutless coward robbed them of their son Jaiden and stole his bright future in the savage blink of an eye.

It was a no brainer to create a second campaign featuring them, as it allowed us to create an incredibly authentic and moving series of films that deliver the Stop The Coward Punch message in an extremely powerful way. While it targets a broad audience, one of the primary purposes is to connect emotionally with the parents, uncles, aunts and grandparents of young men and get them to talk about the campaign with them.

Directed by Western Australia based director Martin Wilson this is full Western Australian production from all the crew, technical gear, cast and post production.