Slap. Smash. Repeat. Slap. Smash...
No crime has more repeat victims than domestic violence.
That chilling fact idea underpinned a campaign by Danish agency Nørgård Mikkelsen for women’s shelter Danner, which built around a sickeningly compelling visualisation of the research data.
Using retargeting ads on social media, in part as a way to work within an extremely tight budget, Danner showed the atrocity of repeat violence, making one message clear: it's getting worse and worse for the victims.
The audience was sent progressively worse images until they finally responded and went to the charity's website to see how they could help.
The campaign preceded the more recent explosion of domestic violence globally in the wake of Covid-19 lockdowns.
The New York Times said: ‘Mounting data suggests that domestic abuse is acting like an opportunistic infection, flourishing in the conditions created by the pandemic.’
Around the world, hotlines burned with calls from victims, or concerned whistleblowers. And yet, unlike the pandemic, this is a problem that has been living among us for a long time.
While many governments claimed measures are in place to respond during the pandemic, the United Nations has called for much greater resources and actions worldwide to tackle a spreading disease for which the cure may be harder to find than a vaccine for Covid-19.
View Silver winner case study at Cresta.
