Domestic violence charity hits home with advertising campaign
March 15, 2013
National Centre for Domestic Violence (NCDV) has launched an unnerving national TV advertising campaign, which has been created by JWT London.
Called ‘House Hunt’, the campaign uses the everyday situation of an estate agent showing a couple around their dream home, but the usual sales patter is replaced by descriptions with a violent undertone. The estate agent’s descriptions include: ‘Double-glazed so no-one will hear your screams’ and ‘be careful on these steep stairs, easy to fall down. Accidentally, of course.’
As the estate agent finishes showing the couple around the house and proceeds to lock the door, the copy ‘1 in 4 women will suffer abuse behind closed doors’ is shown on screen followed by ‘there is a way out’. The ad ends by showing how viewers can get in touch with NCDV.
The work airs for the first time in the UK on 13th March 2013 and will run for three weeks. It can also be viewed on the charity’s YouTube channel. The ad was directed by Steve Cope through the production company Rattling Stick.
NCDV was established to help survivors of domestic violence obtain protection against an abuser, as well as offering services to the police, probation service, domestic abuse agency workers, legal profession and judiciary.
It specialises in providing free, fast and effective legal support to survivors of domestic violence, usually by helping individuals obtain injunctions from their local county court. This free service is provided to everybody, regardless of their financial circumstances, sexual orientation, race, gender, age, or political or religious belief or otherwise.
Steve Connor, CEO of NCDV, said: “Rather than showing actual physical abuse or the impact of domestic violence this campaign provokes a stronger emotive response by forcing the viewer to imagine the scenes of violence being described.”