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Refuge: #TheNakedThreat by AMV BBDO

Agency: AMV BBDO
Client: Refuge
Date: Sep 2020
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Refuge, the anti-domestic abuse charity, has teamed up with Cosmopolitan and Love Island alumnus Zara McDermott, to lobby the government to make it illegal to threaten to share explicit images of someone, backed with a campaign created by AMV BBDO.

Although it is illegal to share explicit images of someone without permission, at the moment there is no law against threatening to do so. Refuge says this is exploited by abusive partners, who use it to coerce their partners into acting against their will.

The creative for #TheNakedThreat draws parallels between messages saying explicit images will be made public and traditional ransom notes – which are illegal. AMV BBDO drew on real messages received by domestic abuse victims, particularly the testimonial of Natasha Saunders, whose ex-husband is now serving a 12-year jail sentence.

The creative runs initially as an innovative hack of Cosmopolitan’s Instagram stories from 3pm on 24 September, with audiences being called on to sign a letter addressed to ministers saying they support a change in the law. In addition, Zara McDermott, a victim of image-based abuse herself, will appear on a mobile billboard featuring the chilling ransom note to the Houses of Parliament.


Project: The Naked Threat

Client: Refuge

Director of Communications and External Relations: Lisa King

Creative Agency: AMV BBDO

Executive Creative Director: Nick Hulley, Nadja Lossgott

Creative: Jack Smedley

Creative: George Hackforth-Jones

Designer: Mario Kerkstra

Agency Account Team: Anna Covell

Agency Producer: Laura Graham

Project Manager: Daniela Loccissano

Agency Planner: Margaux Revol

Production Company: Black Kite Studios/Ashley Tyas & Michael Humphrey

AMV Interactive: Rhiannon Black

Production Co/Producer: Hannah Ruddleston

Post-production Company: Black Kite Studios

Audio Post-production: String & Tins

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