The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

May 23, 2014 | 2 min read

Prompted by the Solange/Jay Z incident last week, which saw the sister of Beyonce attack rapper Jay Z in a lift, domestic violence charity Mankind has released this ad showing people’s different reactions to abuse of men and women.

It shows a couple having a fight in the street - In one scenario, the woman abuses the man. In the other – the man abuses the woman. The instance the man starts to become aggressive towards his girlfriend passers by jump in. But when the woman pushes her boyfriend up against the railings, yelling at him aggressively, people walk straight past.

Mankind, which supports male victims of domestic abuse, aims to highlight gender stereotypes and society’s perceptions of domestic violence.

Credits

Project name: #ViolenceIsViolence

Client: ManKind

Brief: Raise awareness of domestic violence against men.

Creative agency: Dare

Chief Creative Officer: Sean Thompson

Creative: Andrew Bevan

Creative: Chloe Pope

Creative: Jessica Morris

TV Producer: Karen Egan

Production company: Dark Energy

Director: David Stoddart

Producer: Matt Brown

DOP: Katie Swain

Editor: Sam Bould @ Big Buoy

Post-production: Big Buoy, Smoke & Mirrors

Audio post-production: Wave studios