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Dragged

Agency Network: 
Published/Aired: 
May 2008
 Dragged

Description

Caption

Contains scenes of mum being dragged across the room by her hair screaming.
Children see up to 90% of attacks in the home.

Advertising Agency: JWT London, UK
Executive Creative Director: Russell Ramsey
Art Director: Ross Callow
Copywriter: Simon Bullett
Photographer: Adam Hinton
Typographer: Chris Hutton
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Calibarak's picture

Hmm

Calibarak
Activity Score 302
JAGGY's picture

Do you buy the very basic idea of God’s existence?

‘Omnipresent!’ you said it.

Also, you must be ‘rationalizing’ enough to know that second birth means nothing. Which means we get fully paid for all our good deeds, and punished for the bad ones, in ‘this life’ itself.

So, why so much havoc over domestic violence? It’s just another mode of justice, to clear the accounts of those who must have done some crime (physical, or mental or even chemical) in the past. I mean they must have done something wrong. Why not you and I get a real thrashing every day? Why a few selected one? ‘Selection by nature’, Darwin was an intelligent man I guess.

So leave them alone. Earlier they finish their ‘hitting quota’, earlier will they clear their balances, earlier they will be free. So please don’t elongate the period of their suffering, by releasing anti-domestic-violence ads, that encourage normal people to step out of their homes with swords and all sorts of weapons to teach a lesson to those who cause it. Instead spend ad-budgets to release more Axe, Economist, Wonderbra and Lego ads. They are so amusing.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

ivan's picture

I can't tell if you're cynical or serious, but your premise of letting abusers alone is scandalous.

ivan
Creative Director at Ads of the World
JAGGY's picture

They are God's sons, bringing justice: starting their own houses.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

benjaminbrown's picture

Horrible. You've no idea what you're talking about.

benjaminbrown
Activity Score 439
Creative Director
Grrrr's picture

Interesting point here.

The ads don't encourage "normal people" to act though, they encourage the victim to call for help. What I wonder is in what way the victim is going to help the children when it's suggested they (the kids) have it ALREADY in their head?

Grrrr
Activity Score 1961
Illustrator
biabitch's picture

this comment was meant as a joke, right?

because if not..i really really hope you don't have a husband/wife.

biabitch
Activity Score 298
saatchi
JAGGY's picture

I am against social advertising. I am against society. This was a joke.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

pankajadsoftheworld's picture

Blending 2 cause very effectively...Very Nice thought...

pankajadsoftheworld
Activity Score 433
Illustrator
reactor's picture

This is a very powerful concept,and photography is good.Children look troubled and pensive in the correct measure. May i suggest a couple of improvements? 1)`Not suitable for any children to be seeing` is not necessary in the label. It is just repetition and it dilutes the initial impact of the heading. 2)Children see upto 90% of attacks in the home.... Is better read as `Children see upto 90% of violence in the home`. It will have a better tie with National Center For Domestic Violence.
Have a nice day.

reactor
Activity Score 294
Creative Director, Monsoon Marketing Communications, Doha, Qatar |

Reactor

叶颢's picture

家庭暴力,这个广告没有WWF做的经典...

叶颢
Activity Score 168
AD
JAGGY's picture

i agree completely.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

LucTonnerre's picture

I'm not sure about these... What they tell me is: If you beat up your wife, don't let your kids watch.

Better: Don't beat up your wife at all!

LucTonnerre
Activity Score 26
Duesseldorf
cullers's picture

It's not for the abusers. This is an ad for the victims.

It's saying to the women who endure these kinds of abuses that they're not the only ones suffering. but you're correct that the read isn't immediate. It's only in the bottom copy where it says if you're being abused call for your kid's sake.

It's kind of an interesting angle, a lot of abuse victims have suffered extreme blows to their self esteem and may have been emotionally abused into thinking they deserve their treatment, so appealing to them to get help for the sake of their kids might be a way around the psychology that prevents abuse victims from speaking up and seeking help.

Might be. I suppose it's worth a shot.

cullers
Activity Score 332
SCAD
Copy_Can's picture

The label fails to warn of a crappy idea.

Copy_Can
Sally_Bison's picture

Nice but my big problem with these is that it assumes that the violence is OK for people over 18 and normal because of the rating. I think an interaction between spouses would be stronger.

Sally_Bison
Activity Score 82
Freelance Art Director
getconnected2001's picture

Though Nice thought,Can we expect these small children,the victims, give a call for help? need honset answer guys.

getconnected2001
Activity Score 987
Art Director at New Delhi
cullers's picture

I believe in the copy it implies that they want the women who are being abused to call for the sake of their children, not the other way around.

cullers
Activity Score 332
SCAD
reactor's picture

Statistics show that women who are abused seldom seek help for several reasons.Mostly for fear and insecurity about theirs and their childrens future.They are more or less psychologically SUBDUED to the point that they are incapable of seeking external help. For such victims, children could be their only inspiration or motivation to change things.And it is accepted that children are deeply scarred emotionally for the rest of their lives. This ad is obviously to influence women to think and act atlest for the sake of their children. For the subjects of abuse, this is good food for thought!

reactor
Activity Score 294
Creative Director, Monsoon Marketing Communications, Doha, Qatar |

Reactor

JAGGY's picture

Mere mortals, planning to fight something called destiny - set by a man called God.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

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