Assaulted Women's Helpline

Domestic Abuse Exposed

Agency: Giants & Gentlemen


Assaulted Women’s Helpline, in partnership with creative agency Giants & Gentlemen, has produced a new online video as part of an ongoing awareness campaign around domestic abuse. The project’s aim is to remind women who have suffered abuse to speak up and reach out for help, as well as demonstrate that you never really know who could be experiencing spousal violence.
In fact, 70% of domestic abuse cases go unreported due to fear or shame.
To raise awareness, the campaign utilizes social media ­– a place where people's online personas aren't always their reality. The most common age of women who first experience domestic violence are between 18 – 24 years old. That same age group spends more than 2 hours a day on social media. Therefore, G&G launched the campaign on Instagram and Snapchat to reach the demographic.
By using the Snapchat and Instagram story platforms, G&G created a typical selfie video of a young couple in love. Filter and all. But this story has an unexpected twist, and takes an abrupt turn for the worse once the filter disappears, revealing that this seemingly perfect relationship is in fact an abusive one.

This professional campaign titled 'Domestic Abuse Exposed' was published in Canada in January, 2018. It was created for the brand: Assaulted Women's Helpline, by ad agency: Giants & Gentlemen. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: Giants & Gentlemen, Toronto, Canada
Creative Directors: Alanna Nathanson, Natalie Armata
Art Director: Steven Kim
Copywriter: Brandon Tralman-Baker
Producer: Rob Tunnicliff


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