Metropolitan Police Service 'domestic violence' by MCBD

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The Metropolitan Police estimates that in London, domestic violence accounts for one in four murders and at Christmas the number of reported incidences reaches a peak. Miles Calcraft Briginshaw Duffy has developed a print campaign aimed at reducing domestic violence in London by dispelling myths abusers believe exempt or protect them from prosecution. Each execution comes in two parts: one ad featuring a fictional belief and a second that corrects it. In one a headshot of a man is shown looking nonchalant and indifferent. In the corresponding ad, the picture pans out to reveal that he is in fact in a police cell. Another execution addresses gay relationships and the myth that domestic violence law only applies to straight relationships.

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Released: 06 December 2005

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Credits

Project
Domestic Violence
Client
Emma Taylor, campaign manager, Metropolitan Police
Brief
Increase awareness that the Met will independently pursue abusers even without a victim's statement
Art director
Jeremy Carr
Writer
Jeremy Carr
Planner
Andy Nairn
Media buying
MediaCom
Media planner
Matt Buttrick
Exposure
48-sheet underground posters, consecutive pages in London press and magazines, football programmes, radio and washrooms

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