“He beats me means he loves me” is a common excuse for domestic violence in Russia. There is no statistics for its victims, no criminal rule. Even witnesses don’t get involved: “Lovers’ tiffs are easily made up again”. According to independent estimates, almost none of them realize that such an attitude causes thousands of deaths each year.
From the experience of “Family Matters” psychological aid center, domestic violence victims are rarely capable of solving their problems by themselves. As a rule, they justify their tormenters or prefer to keep it secret. Thus, it is extremely important to change public opinion and tell people how to behave having spotted signs of domestic violence.
BBDO Russia Group and the “Family Matters” psychological aid center created a video warning people not to turn their back on a woman being beaten in a family.
Chief Creative Director: Nikolay Megvelidze
Deputy Creative Director: Alexey Starodubov
Art Director: Sofya Nadezhina
Copywriter: Kirill Tsytkin
Additional Credits: TV Production Director: Boris Anisonyn
Senior Producer: Valery Gorokhov
Business Development Manager: Boris Sorokin
Post Production: Maxim Popov