| Title | Domestic Abuse Exposed |
| Agency | G&G Advertising |
| Campaign | Domestic Abuse Exposed |
| Advertiser | Assaulted Women's Helpline |
| Brand | Assaulted Women's Helpline |
| Date of First Broadcast/Publication | 2017 / 9 |
| Business Sector | Human Rights |
| Tagline | #DontIgnoreItAWHL |
| Story | Every six days in Canada a woman loses her life to domestic violence. We need to be more aware of what could be going on in the lives of those we love. Help expose the reality of spousal abuse by sharing this video. While domestic abuse is stereotypically viewed as a lower socio-economic issue, we used interior projection technology in an upscale condo window to shift perceptions and expose the reality of domestic abuse, which is otherwise hidden behind closed doors. Displaying it at night and using real curtains on either end of the projection screen, we made it look like the fight was happening in real-time, giving witnesses a look inside a terrifying world that many women in Canada live in every single day. With the entire production budget under $5000, the stunt was filmed and widely shared online. More importantly, calls to the helpline increased by 30%. Domestic abuse is increasingly one of the most common forms of violence against women in Canada. In fact, every six days in Canada a woman is murdered by her intimate partner. Fearing for their lives, more than 70% of abuse cases go unreported. This shows just how pervasive and hidden the problem is. But with more awareness, more women can seek the help they need to stop hiding. Explanation Using interior projection technology, we simulated a violent spousal altercation in a condo window on a busy street in downtown Toronto for passersby to witness. The simulation shows a seemingly normal couple arguing, but the argument takes an aggressive turn for the worse when the husband grabs the wife by her wrists in anger and throws her to the coffee table. He continues to shout and leaves the room, but not before breaking a flower vase. He turns the lights off, leaving this wife to suffer alone in the dark. A super then appears, posing the question: If you could see it, would you ignore it? |
| Media Type | Interactive Outdoor Experience |
| Length | |
| More Information | http://www.awhl.org/?gclid=EAIaIQobChMImKyqib3D1gIV6inTCh0D0AHPEAAYASAAEgKWq_D_BwE |
| Production | School Editing |
| Manager, Resource Development | Jennifer Rollo |
| Executive Director | Huong Pham |
| Chair, Board of Directors | Sheila Phillips |
| Co-Founder, Creative Director | Alanna Nathanson |
| Co-Founder, Chief Strategy Officer | Gino Cantalini |
| Vice President, Head of Client Services | Steve Waugh |
| Senior Art Director | Catherine Wong |
| Senior Art Director | Steven Kim |
| Copywriter | Brandon Tralman-Baker |
| Account Director | Julie Wierzbicki |
| Account Coordinator | Lauren Morrison |
| Partner, Executive Producer | Rob Tunnicliff |
| Co-Creative Director | Alanna Nathanson |
| Co-Creative Director | Natalie Armata |
| Associate Creative Director | Catherine Wong |
| Copywriter | Brandon Tralman-Baker |
| Art Director | Steven Kim |
| Executive Producer | Rob Tunnicliff |
| Director | Quinn Vorster |
| Cameraman | Mark Peachey |
| Executive Producer | Emily Torontow |
| Editor | Lauren Piche |
| Entrant Company | Webby Giants |
| Entrant Company | Gentlemen Films |
| Idea Creation | Webby Giants |
| Idea Creation | Gentlemen Films |
| Production | BRAVE PRODUCTIONS |
| Production | BIG DIGITAL |
| PR | SONGBIRD MARKETING COMMUNICATIONS |
| Co-Creative Director | Alanna Nathanson |
| Co-Creative Director | Natalie Armata |
| Associate Creative Director | Catherine Wong |
| Copywriter | Brandon Tralman-Baker |
| Art Director | Steven Kim |
| Executive Producer | Rob Tunnicliff |
| Director | Quinn Vorster |
| Cameraman | Mark Peachey |
| Executive Producer | Emily Torontow |
| Editor | Lauren Piche |
| Entrant Company | GIANTS & GENTLEMEN |
| Idea Creation | GIANTS & GENTLEMEN |
| Production | BRAVE PRODUCTIONS |
| Production | SCHOOL EDITING |
| Production | BIG DIGITAL |
| PR | SONGBIRD MARKETING COMMUNICATIONS |