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.”