Santander: In Someone Else's Shoes

Client: Santander
Date: Oct 2019
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During National Domestic Violence Awareness Month in October, Santander Bank is joining leading domestic violence organizations for an initiative that aims to build respect through understanding for survivors through video stories and live activations.

Many of the survivors of abuse face financial challenges that make leaving abusive situations more difficult, which is why Santander has partnered with the National Coalition Against Domestic Violence (NCADV) and the National Network to End Domestic Violence (NNEDV). Together, they will bring to life the financial abuse survivors often encounter through an immersive experience open to the public in New York City, as well as videos telling individual stories of financial abuse.

The feature spot highlights the hidden truths of domestic financial abuse. It starts by showing normal suburban houses, then scrolls over with “The most dangerous place in the world for a woman is her home.” A voice over of a woman comes on and states, “I know what most people think – if he broke my jaw, I would just leave.” She then states that the problem is more complicated. If she leaves, however, she realizes that she won’t be able to access the bank account because she has nothing with her name on it. Therefore, she is stuck.

The program also features a micro-lending program for survivors that includes credit-building opportunities as well as access to financial literacy resources.

Financial abuse includes withholding money, engaging in acts that impact a partner’s credit score negatively, hiding assets that allow independence and sometimes results in homelessness.

The ‘In Someone Else’s Shoes’ interactive exhibit in New York spotlights the financial hardships of an abusive home. The stand-alone house, built in partnership with domestic violence and financial abuse experts, gives guests a glimpse into systemic and structural factors that enable a domestic violence situation and make it difficult to escape.




Chief Creative Officer Icaro Doria

Executive Creative Director James Bray

Creative Director, Art Gui Racz

Creative Director, Copy Lucas De Oliveira

Associate Creative Director, Art Rafael Beretta

Associate Creative Director, Copy Vinicius Fernandes

Senior Art Director Brunno Gomes Garcia Cortez

Junior Copywriter Mackenzie Hart

EVP, Head of Integrated Production Zamile Vilakazi

Integrated Producer Leelee Groome

Digital Producer Peter Ryan

EVP, Managing Director Lisa Bamber

SVP, Marketing Director Shaheen Salimi

Marketing Director Leah DelRossi

Senior Brand Strategist Molly Chisholm

Project Manager Priscilla Patterson


Chief Marketing and Digital Officer Maria Veltre

Chief Marketing Officer Barbara Glasser

Sr. Director Brand, Media, Sponsorships and Creative Integration, SVP Osman Rana

Associate Director Marketing, Brand Management Meaghan Hildreth

Senior Director, SVP, Communications & Media Relations Laurie Kight


Director Annie Saunders

Founder/Executive Producer Justin Moore-Lewy

Executive Producer James Okumura

Experiential Producer Megan Kingery

Public Relations - Havas Formula

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Added 30 September 2020
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