| Заголовок | Jemma |
| Агентство | Grey London |
| Кампания | What's it going to take? - Women's Aid |
| Рекламодатель | Women's Aid |
| Бренд | Women's Aid |
| Posted | Февраль 2007 |
| Продукт | National Domestic Violence Charity |
| Бизнес сектор | Против бытового насилия и сексуального насилия |
| Слоган | What does it take to get people talking about dome |
| История | On 1st February 2007 Womens Aid, the national domestic violence charity launches a national domestic violence awareness campaign to ask everyone to act until women and children are safe that is - admit domestic abuse is a problem, call it by its name and talk to someone about it. Created by Grey London and photographed by Rankin, the campaign uses head and shoulder portraits of famous female faces, made up to show the physical effects of domestic violence. |
| философия | Creatively we decided to tackle this problem by tapping into gossip culture. The amount of column inches and time spent talking about celebrities is phenomenal and if we could own even a small piece of this it would help to raise awareness of domestic violence and also Womens Aid. In this gossip driven world if we thought a celebrity was suffering from a form of domestic abuse EVERYONE would be talking about it. Yet it happens everyday to thousands of women, two women are killed every week by a current or former partner, and it is still a relatively taboo subject. We wanted to create impactful images that would not only draw peoples attention, but get them talking about the subject as well. And what is more striking than a raw portrait shot of a celebrity with the physical effect of domestic abuse; bruises, cuts, scars? Celebrities appearing so far include: Anna Friel, Jemma Kidd, Fiona Bruce, Honor Blackman, Anne-Marie Duff, Kate Thornton, Miquita Oliver, Fay Ripley and Fern Britton. This campaign has great longevity and uses celebrities from a wide range of ages, backgrounds and ethnicity to highlight the fact that as one in four women will experience domestic abuse at some point in their lives, it could happen to anyone, regardless of background, education, wealth, race, age or religion. |
| Проблема | The basic proposition of the brief was to get people talking about domestic violence. To drag the taboo subject of domestic abuse out into the public view, to mainstream the issue and get people talking about it so that we can then work together to support those who are in abusive relationships. |
| Тип медиа | Газета |
| Рынок | United Kingdom |
| Креативный директор | Simon Butler |
| Копирайтер | Andy Forest |
| Креативный директор | Geoff Smith |
| Арт-директор | Nicola Hawes |
| Фотограф | Rankin . |
| Актер / Знаменитость | Jemma Kidd |
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