J. Walter Thompson London London, United Kingdom Full Service

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J. Walter Thompson London Creative Work

Title "Hands"
Agency J. Walter Thompson London
Campaign Hands
Advertiser National Centre for Domestic Violence
Brand National Centre for Domestic Violence
Business Sector Anti-Domestic Violence, Sexual Abuse
Problem

With 1 in 4 women suffering domestic violence during their lifetime the client wanted a piece of creative that conveyed a sense of this being a problem that is always suffered in silence, hidden behind closed doors – and that needn’t be the case, offering sufferers an escape, a helping hand. Without resorting to shock tactics, they also wanted us to find a way of conveying a real feel for the physical side of domestic violence, the intolerable pain of it.

Domestic abuse lurks beneath the veneer of society – behind closed doors – we wanted to reflect this hidden nature of the problem in the final design. With the abuser’s hands physically being the root of the problem, we concluded they were the perfect vehicle to typographically portray the solution offered by the charity.

Philosophy

N.C.D.V. is about immediate action. A fast, free emergency service that gets the victim away from the root of the problem – the abuser. Specifically, the hands of the abuser. By hiding the headline within the typographic hands, we wanted to convey a feeling that abuse isn’t something victims need to keep secret. They don’t need to suffer in silence. Our aim was to draw people in, question what they are seeing and then learn that help is out there.

Result

Driving awareness that help is out there was the key objective, giving them somewhere to turn, letting them know they are not alone. If we helped one victim of domestic violence we would have deemed the communication successful. The helpline received a marked increase in calls.

Media Type Packaging, Branding & Design
Executive Creative Director Mr. Russell Ramsey
Art Director Mr. Philip Meyler
Art Director Mr. Darren Keff
Copywriter Mr. Philip Meyler
Copywriter Mr. Darren Keff
Account Manager Mrs. Emily Medhurst
Typography Mr. Philip Meyler
Typography Mr. Darren Keff

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