US Creative Work of the Week: Gyro creates harrowing domestic violence PSA for Joe Torre Safe at Home Foundation

The Joe Torre Safe at Home Foundation, an organization whose mission is to end domestic violence through education, has released a powerful PSA campaign that illustrates how kids who live with abusive parents can end up becoming abusers themselves as adults if they don’t receive help and guidance at an early age.

Created by Gyro and directed by UNIT9's Michelle Craig, the ‘End the Cycle’ PSA opens with a man yelling at someone on his phone while sitting in the driver’s seat of his car. As he yells things like “you disgust me” and “you’re a terrible mother,” another man sitting in the backseat repeats his words verbatim.

At the end of the spot, it’s revealed that the man sitting in the back of the car is actually a grown-up version of the abusive man's young son, driving home the point that children can end up adopting their parents’ destructive habits if they don’t get proper counseling and support. The PSA ends with the message: “What they see, they become.”

“Domestic violence is a national tragedy that remains mostly hidden behind closed doors, affecting families in all communities,” said Joe Torre, founder of the Safe At Home Foundation and Major League Baseball’s chief baseball officer, in a statement. “The ‘End the Cycle’ campaign highlights and speaks to the vicious cycle of domestic violence. Gyro has created an impactful awareness campaign that will help us shed light on domestic abuse, allowing us to talk about it and connect families to the help they need.”

Torre, who grew up in a violent home himself, started the foundation in 2002 with his wife in hopes of ending the cycle of domestic violence via a program called Margaret’s Place, which provides services to students directly impacted by violence. Since its inception, the foundation has reached more than 60,000 students, parents and school personnel.

The ‘End the Cycle’ effort, which is the organization’s largest campaign to date and its first in nearly 12 years, is running on CBS, A&E and other networks.

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