| Story | As the pandemic swept across the world, the UK went into full lockdown in March 2020. The government urged everyone to ‘stay home to save lives.’Whilst the lockdown and working from home halted the spread of Coronavirus (therefore saving lives) for people living with an abusive partner, being locked in with their violator put their lives at even greater risk than the Coronavirus itself.We subverted the mainstream message to reveal the chilling truth: Abusers always work from home. Highlighting the fact that, for some, the potential killer was already in their home.We aimed to reach victims with D/OOH as they ‘escaped’ the house for the permitted daily exercise. We also knew screen usage increased 30% in lockdown, so we reached victims as they ‘escaped’ into social media too. Our 30” film took the ‘aesthetic of the moment’ and flipped it on its head: revealing the darker side to a domestic situation. Ending with the message that Abusers always work from home. |