Ad of the Day | TBWA\Dublin Shoots Harrowing Live Action Domestic Abuse Campaign in Midst of Lockdown to Raise Awareness for Support Systems
Apr. 17, 2020
One of the most tragic aspects of the Covid-19 virus has been the surge in domestic abuse across the globe. For many victims this time in lockdown has exacerbated their feelings of isolation and helplessness.
In Ireland, this has affected every quarter of their society. To counter this, Ireland’s Department of Justice and Equality and creative agency TBWA\Dublin have created a campaign to remind us that “If your home isn’t safe, support is still here.”
To reflect an incident of domestic abuse in lockdown, Art Director Mikey Ryan and Copywriter Blaise Hoban had the idea of shooting the campaign’s TV spot using FaceTime. Directed by Rupert Morris of MAKE, the spot sees a woman on a video call with a friend who is then interrupted by her abuser. This spot is complemented by two dramatic radio spots written by Niall McDonnell, in which male and female victims desperately evade their abusers to reach out for support from the Gardaí, and other frontline services.
TBWA\Dublin Executive Creative Director, Des Creedon, said:
“A live TV shoot is a first for us during these strange times. Even the casting was unusual - we actually cast two actors who live together. Then we shot it using FaceTime and directed over Zoom. The team worked tirelessly to deliver an effective and emotive piece of communications. Hopefully it’s a campaign that ensures that if people are in violent domestic situations, they know there’s help and support available to them and their family.”
Yvonne Caplice, Business Director at TBWA\Dublin added:
“This is an issue that concerned us once the Covid-19 crisis set in. Stats from around the world confirmed that incidences of domestic violence were on the increase, so we wanted to respond. We feel privileged to have been involved in this campaign with the Department of Justice and Equality in getting this message of support out to those who need it.”
Related News
Glenveagh Launches "New Build Versus Doer-Upper" Series From TBWA\Dublin
The series, hosted by Dermot Bannon, follows a first-time buyer family as they navigate the home-buying journey
Ad of the Day | Experience the Unforgettable: BBDO Dublin Launches GAA Campaign
Beautifully created by Eoin Conlon, Kevin McKay and directed by LOCKY McKenna for Assembly, the campaign brings to life one woman's unforgettable experience
"For All": TBWA Launches Significant Re-Brand for eir
The Dublin agency, appointed last October as BBDO Dublin, now launches a new campaign to re-position the Irish-based network the country's largest provider of fixed line
Latest News
Apr. 24, 2024
UNIQLO and We Are Social Unveil Global #unfelt Sensations Campaign
UNIQLO has released a series of fun and mischievous Instagram videos aimed at sparking conversation about its AIRism Ultra Seamless Boxer Briefs
Apr. 24, 2024
The Immortal Awards Announces 2024 Call for Entries
Seventh annual edition of Little Black Book’s free-to-enter global award show is now accepting entries