TBWA\Dublin shoots harrowing live action domestic abuse campaign in midst of lockdown to raise awareness for support systems

Cristina Blanaru Ads, Creativity

One of the most tragic aspects of the Covid-19 virus has been the surge in domestic abuse across the globe. For many victims this time in lockdown has exacerbated their feelings of isolation and helplessness.

In Ireland, this has affected every quarter of their society. To counter this, Ireland’s Department of Justice and Equality and creative agency TBWA\Dublin have created a campaign to remind us that “If your home isn’t safe, support is still here.”

To reflect an incident of domestic abuse in lockdown, Art Director Mikey Ryan and Copywriter Blaise Hoban had the idea of shooting the campaign’s TV spot using FaceTime. Directed by Rupert Morris of MAKE, the spot sees a woman on a video call with a friend who is then interrupted by her abuser. This spot is complemented by two dramatic radio spots written by Niall McDonnell, in which male and female victims desperately evade their abusers to reach out for support from the Gardaí, and other frontline services.

TBWA\Dublin Executive Creative Director, Des Creedon, said:

“A live TV shoot is a first for us during these strange times. Even the casting was unusual – we actually cast two actors who live together. Then we shot it using FaceTime and directed over Zoom. The team worked tirelessly to deliver an effective and emotive piece of communications. Hopefully it’s a campaign that ensures that if people are in violent domestic situations, they know there’s help and support available to them and their family.”

Yvonne Caplice, Business Director at TBWA\Dublin added:

“This is an issue that concerned us once the Covid-19 crisis set in. Stats from around the world confirmed that incidences of domestic violence were on the increase, so we wanted to respond. We feel privileged to have been involved in this campaign with the Department of Justice and Equality in getting this message of support out to those who need it.”

The TBWA\Dublin Group was established in Dublin in 1992. The driving vision in the early years was to challenge the conventions of the business and to lead the thinking within the industry. From the very beginning, the company earned a reputation for strategic insight and creative excellence. In 2002, the agency joined the TBWA\ network when it joined Omnicom. Today the TBWA\Dublin Group is a multi award winning full-service agency, which includes the TBWA\DAN Data Lab and the TBWA\Make production company.

Credits: 

Client: Department of Justice & Equality

TBWA\Dublin

  • Executive Creative Director Des Creedon
  • Copywriters Niall McDonnell, Blaise Hoban
  • Art Director Mikey Ryan
  • Producer Kate McEvoy
  • Business Director Yvonne Caplice
  • Account Manager Ruth Gill

Production and Post-production TBWA\Dublin – MAKE

  • Director Rupert Morris
  • Sound Mark Richards, Mutiny

Media agency:

  • PHD Media Fiona Howard, Laura Comber, Brian Carolan