Women’s Aid has launched a thought-provoking new ad highlighting how difficult the signs of coercive control can be to spot.
The ad – which was produced pro bono by London-based creative agency Engine – portrays a flashy and cheesy stereotypical game show, Spot the abuse, in which an always-smiling host asks three contestants questions about relationship behavior.
The campaign aims to educate viewers about the seriousness of coercive control in relationships, juxtaposing it with the visual flamboyance of a TV quiz, even if the questions are light or entertaining to say the least.
All three candidates did not answer their questions correctly – “Your partner will not let you have a bank account because he says you are not good with money.” Do you think it’s okay? being such an example.
The ad shows that previously enthusiastic women become thoughtful and unstable after the host tells them their answer was incorrect, as their partner’s behavior was not normal, but a form of abuse.
“This ad shows that if you’re in an abusive relationship your partner won’t tell you it’s abusive – and coercive control is still not widely understood, although it has been illegal since 2015 in England and the country. of Wales, â€the chief said. Women’s Aid executive, Farah Nazeer.
“We hope this ad will raise awareness and start important conversations about controlling behavior in relationships.
“Greater awareness and understanding of the behaviors that constitute coercive control means that more people will be able to identify, prevent and prosecute it. “
Engine Creative Creative Director Christopher Ringsell added: “Educating people about coercive control through the lens of a game show is an unusual and powerful juxtaposition. “
The ad will run on social media and highlight abuse in relationships as not always being physical in nature, but as a form of progressive and structured behavior, which includes coercive control.
The campaign was launched yesterday, November 25, to coincide with the United Nations International Day for the Elimination of Violence Against Women.
CREDITS
Creative Director: Christopher Ringsell and Jo Moore
Creation: Antonia Clayton
Film director: Melody Sylvester
Senior Producer: Laura Melville
Producer: Sabrina May
Assistant Director: Henry Davies
Logo creation: Hugo Isaacs
Account management: Marianne Roberts, Eve Bui
Senior Strategist: Katherine Morris
Production company: Missing Link Films
Director: Alicia MacDonald
Producer: Ben Link
Executive Producer: Heather Link
Production manager: Sorcha O’Sullivan
Director of Photography: Sam Goldie
1st announcement: Tom Reynolds
Production designer: Matthew Rice
Hair Makeup: Holly Miller
Costume: Joanna Valmai Wills
Casting: Sasha Robertson Casting
Editor: Rachael Spann / Rebecca Quinn @Work Editorial
Post-production: Absolute
Color: Juliette Wileman
2D Artist: Ben Robards
Animation: Lawrence Scanlon & Hugh Loughrey
Executive Producer: Sally Heath
Producer: Ollie Ireland
Sound: Jungle
Sound engineer: Ben Leeves
Music: Network audio
Stock: Shutterstock
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