Against the backdrop of Covid-19 and the related quarantine measures implemented, many women, victims of domestic abuse within their own homes, have been confined for more than 6 weeks in toxic hotbeds, where daily violence and psychological fatigue punctuate their daily life and worsen their situation from day to day.
An observation confirmed by the United Nations Population Fund (UNFPA) in its latest report on gender equality, and by the number of reports made to the police and gendarmerie, which has increased by more than 30% since quarantine was initiated.
In light of this, Ni Putes Ni Soumises (“Neither Whores Nor Submissives“) unveils a 30-second TV clip to make people aware of the dangers that quarantine can have for women living with physically- and/or psychologically-violent partners.
Fear, conflict, harassment, violence… a host of emotions which bear witness to incredible plight, and which are reflected through this short, impactful clip created by the committed agency Marianne Paris (#InOurShoes). This 40s video whisks us off into the phone of a woman who receives notifications about the virus and several messages from her partner while she was out shopping. The clip ends with a claim encouraging victims, as well as witnesses, to speak out.
“Beyond Covid-19 and its dreadful symptoms, coronavirus unfortunately results in many collateral victims, and women victims of domestic abuse are the first to pay the price” says Stéphanie Rameau, President of the association, “our goal at Ni Putes Ni Soumises is, and will always be, to denounce this violence, to listen to and accompany the victims, and to provide preventive action as much as possible. With this clip, entitled #HomeIsntSafe, we’re speaking out on TV to inform French people about the emergency helpline numbers and to tell women that we’re still there, that we continue to listen to victims, and more than ever during this delicate period and that we’ll always be there to guide them as best we can” she concludes.
The campaign launched on the association’s social media on Tuesday 28 April and started broadcasting, on 29 April, on all Canal+ and France Télévisions’ French TV
Client : Ni Putes Ni Soumises
Advertising agency : Marianne Paris
- Creative Director : Guillaume Gasquet
- Copywriter : Marie Dardaine
- Art Director : Marie Dardaine
- Production : Marianne Paris
- Editing : Julien Schickel
- Voice Over : Claudia Rousseaux
- Translation : Paul Fieldman
The purpose of Ni Putes Ni Soumises movement is to fight violences against women. Whether physical, psychological or physiological, into the couple, by family, an acquaintance or a stranger. NPNS is a universalist association. Its essential fights are against violations of women’s rights of all kinds (freedom to dispose of one’s body, freedom of movement, to think, to study…), fundamentalism, communalism,obscurantism and cultural relativism (i.e the right to difference transformed into a difference in rights).
In this capacity, NPNS also works with young people during awareness-raising activities in middle and high schools.
Marianne Paris is a committed creative agency specialized in Social Media. From first vision of a project right through to final launch, Marianne Paris favors a cutting-edge approach to communication, with less intermediaries and optimal reactivity. Its main clients are Cartier, Van Cleef & Arpels, Libraries Without Borders, Lacoste, Ni Putes Ni Soumises, Sephora, Louboutin.