Domestic violence is tackled in a hard-hitting campaign for the
charity Womankind in support of White Ribbon Day on 25 November.
Rainey Kelly Campbell Roalfe/Y&R has created cinema and press ads to
highlight that one in four UK women suffers domestic violence at some
stage in her life.
White Ribbon Day, launched in the UK in 1998, is an international
fundraising event to raise awareness of domestic violence. Figures from
the British Medical Association show that the UK now has the
second-highest rate among western countries of violence against a woman
by a partner.
The cinema execution features a man walking down a street counting the
women he passes. Each time he counts the fourth he either physically or
verbally abuses her. The voiceover says that one in four women in the UK
suffers violence by men. As the man disappears into his house, the
voiceover continues that domestic violence is usually hidden behind
The campaign was written by Mike Boles and art directed by Jerry
The cinema ad was directed by Kevin Thomas through Thomas Thomas, with
photography by Nick Georghiou. Media is through Walker Media.