Refuge is marking 50 years of fighting domestic abuse in a new campaign created by BBH, which highlights the insidious ways technology is being used by abusers to monitor and control their partners, and how this makes the charity’s job more complex than ever.
At the heart of the campaign is a 40-second film which, at first glance, appears to be promoting a new smartphone. But as the camera lingers on its elegant design and a voiceover details its features, things take a sinister turn. Maps in real time, we are told, can “keep you up to date with traffic in your area… and her movements”, while smart home features can be used to adjust the heating and lights “even when you’re not at home, so you can control her from wherever you are”.
It ends by reminding us that as domestic abuse gets smarter, the job of Refuge gets harder, along with details of how to make a donation.
Integrated advertisement created by BBH, United Kingdom for Refuge, within the category: Public Interest, NGO.
BBH Creative Team: Jennifer Ashton, Oliver Short
BBH Creative Director: Kimberley Gill
BBH Chief Creative Officer: Joakim Borgström
BBH ECD: Helen Rhodes
BBH Strategy Director: Lucy Moody
BBH Business Lead: Karen Martin
BBH Account Manager: Phoebe Kennedy, Caitlin Quigley
BBH Account Director: Bella Bertolotti
BBH Account Executive: Zimini Fongho
BBH Producer: Jemima Bowers
Direction: Optical Arts
Executive Producer/Producer: Hannah May
Design, Editing, CG Animation, Colour Grading & Post Production: Optical Arts
Mastering and Titles: Electric Theatre Collective
Editor/Editing House: N/A
Sound: Markus Ffitch
Music Composition: Markus Ffitch
BBH Producer: Lauren Daniels
Design and Creation: Optical Arts
Design: Josh Bailey, Rob Wilson