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It still matters

Ministry of Justice

(Trigger warning: sexual violence)

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.

 

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
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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