Title | The House With No Escape |
Brief | To demonstrate just how difficult it is for victims to leave their abusers, we created ‘The House With No Escape’. The stunt was filmed in a Toronto neighbourhood showcasing a home that we completely bricked in, not an entry or escape point in sight. As passersby witnessed this shocking spectacle, they’d come across a lawn sign that read: “When you live with abuse, there’s no easy way out.” A series of OOH carried the same message. |
Agency |
G&G Advertising
|
Campaign |
The House With No Escape
|
Advertiser |
Assaulted Women’s Helpline (AWHL)Assaulted Women’s Helpline (AWHL
|
Brand |
Assaulted Women's Helpline (AWHL)
|
Date of First Broadcast/Publication |
2021 / 11
|
Business Sector | Institutional/Public Interest/Non-Profit Org.
|
Story | All too often, when people hear about domestic abuse cases, they ask the same question: “Why doesn’t she just leave?” It’s far from that easy. There are very often children at home, financial repercussions, and many women fear what their partners might do. |
Philosophy | To demonstrate just how difficult it is for victims to leave their abusers, we created the out-of-home series: ‘The House With No Escape’. We showcased actual homes, completely bricked up to evoke the feeling of being trapped. The campaign message: “When you live with abuse, there’s no easy way out.” |
Result | Individual donations to the Assaulted Women's Helpline increased by 50% versus the year prior. |
Media Type |
Case Study
|
Chief Creative Officer |
Alanna Nathanson
|
Chief Creative Officer |
Natalie Armata
|
Creative / Art Direction |
Becky May
|
Creative / Art Direction |
Steven Kim
|
Copywriter |
Logan Broger
|
Photographer |
Steven Kim
|