Unhealthy Connections

Charitable foundation One Love has once again joined forces with creative agency minds + assembly to help educate young people and their caregivers on digital relationship abuse.

In the latest instalment of their campaign, Unhealthy Connections, the viewer is led to believe that there is a physical, real-life confrontation happening at a party, only to discover that this harmful exchange is actually happening via text messages.

One Love was founded to honor the memory of Yeardley Love, a 22-year-old college student whose life was tragically cut short when she was killed by her ex-boyfriend. Her family’s realization that her death might have been prevented had anyone recognized the signs of an unhealthy and increasingly dangerous relationship inspires their work. So far, they’ve reached and educated more than 2 million people through their outreach. February is Teen Domestic Abuse Awareness Month, and the need for better education and support has never been more pressing.

With this insight, minds + assembly developed the campaign from a single powerful idea: unhealthy relationships thrive in the dark.

Katie Hood, CEO at One Love says: “By partnering with minds + assembly on this campaign, we hope to shine light and expose unhealthy behaviors that thrive in secrecy so young people and their caregivers learn how healthy relationships grow in the light.”