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It still matters

Ministry of Justice

(Trigger warning: sexual violence)
https://design102.wistia.com/medias/adxcc9eqon
dba 2022 design effectiveness silver award winner. shortlisted for design awards 2022, DCA bronze winner 2021. GCS campaign of the month winner may 2021. Public service communications excellence awards 2021. inside out awards 2021 winner, design for good.

The challenge

The Ministry of Justice asked us to develop a social media campaign encouraging survivors of sexual abuse to reach out for support. However, reaching out means facing up to the complex pain and trauma of the abuse, leading many survivors to keep it inside for months, years or even decades. We needed to talk to both male and female survivors, of all backgrounds, in a way that respected the sensitivity of the topic, and helped ease the emotional barriers to asking for support.

Our solution

Our striking creative concept sends a powerful message to survivors: no matter when the abuse happened, support is always there. Atmospheric footage of domestic scenes throughout the decades evokes memories of a past marred by the impact of abuse, while acknowledging that living with the abuse can be as difficult as talking about it. This empathic and subtle approach gently nudges survivors in the direction of support. Read our blog post to learn how we put survivors’ voices at the centre of the creative process.

 

  • A typical 70s kitchen complete with yellow laminate cupboards and iconic, black Kit-Cat Clock. Glasses sit next to the sink and open boxes of cereal have been placed on top of the cupboards, the date 1976 is written over the image
  • A leather corner sofa is decorated with throws and scatter cushions. In the foreground, a tea cup and a magazine sit on a coffee table. In the background, a metallic dragonfly ornament hangs on the wall, the date 1977 is written over the image.
  • A bright dining room looks out over a garden, in the foreground a grandfather clock and a dining table surrounded by chairs, in the background, cards and a vase sit atop a piano, the date 1985 is written over the image.
  • A country-style kitchen with wooden cupboards and sunken farmhouse sink. A copper kettle sits on top of the cooker and soft lighting comes in through the window, the date 1989 is written over the image.
  • A homely feeling living room at night. The floral curtains match the huge vase of flowers which sits next to the white sofa. Red cushions decorate the sofa and two cups of tea are placed on the coffee table in the foreground. The date 1993 is written over the image.
  • A classic 90s child's bedroom, toys surround an unmade bed and the walls are painted blue, the year 1995 is written over the photo
  • A family bathroom shows a free standing sink and bath full of water next to hanging pink towels, the year 2000 is written over the photo
  • An open fireplace is lit in a family's white living room. A bookcase sits on the right and a TV is to the left. An armchair looks out across the room and a deep sofa is opposite. The date 2002 is written over the image.
  • A double bed is in the centre of the room, someone's clothes have been thrown over a chair in the corner and bath robes hang from the door, the lights are on though sunshine is coming through the window, the year 2006 is written over the photo
  • A modern living room in a high-rise building looks out over a grey London skyline. House plants line the window and a huge bookcase covers one of the walls. The date 2013 is written over the image.

Project summary

Client
Ministry of Justice
Objective
Raise awareness of support services for survivors of sexual abuse
Audience
Younger women and men of all ages
Strategic insight
Focus groups and testing with support services and survivors
Produced
Social media video assets
Awards
Winner of the InsideOut Design for Good award; Bronze Digital Communication Award for Campaign of the Year (Associations and Institutions)
A red bakelite telephone sitting on a sideboard next to: a lamp, a candle holder, a vase and a Himalayan salt light.
Beside a child's bed 90s memorabilia is scattered across the floor, a Connect Four, a Stretch Armstrong, a ghetto blaster, books and VHS tapes
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