People are generally unaware about psychological abuse: 1 of 2 Ukrainians unable to recognize manifestations of psychological violence according to InMind research for UNICEF Ukraine. However, 75% of children in Ukraine are regularly subjected to violent discipline, as well as 1 100 000
Ukrainian women are facing domestic violence every year.
Anti-violence campaigns in Ukraine have usually targeted victims of physical abuse, rarely – the abusers themselves. Thought, the domestic violence situation hasn’t got any better.
Striving to make a positive impact we went to the problem’s roots: psychological abuse.
We aimed at engaging with everyone, since anyone can be a victim, an abuser or a witness of psychological violence during their lifetime.
Violence triggers people, and while trying to stop psychological violence having no idea of how to do it properly, many people start fighting it, practicing and provoking even more violence.
We decided not to fight, but to talk against violence.
In order to motivate people to have a talk with their families, and thus not to let violence in their relations in future we did a real neuroscience experiment
to show people what psychological violence is and why it is so destructive for people.
Film advertisement created by Be-it, Ukraine for Unicef, within the category: Public Interest, NGO.
Creative Director / Copywriter: Oksana Sorzhulenko
Senior Art Director: Alessandro Falcone
Designer: Anastasiya Turchynets
Managing Director: Nataliya Olbert-Sinko
Senior Account Manager: Eugenia Reznychenko
Director: Yulian Ulybin
DoP: Serhii Smychok
Line Producer: Sergey Sobchenko
Post-production: Dmytro Smyrnyi
Style: Lena Bogdanova
MuA: Liza Vailo