Rainey Kelly creates hard-hitting ads for Womankind charity

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

closed doors.

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.

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