No More Foundation releases #ListeningFromHome ad against gender-based violence
In commemoration of the International Day for the Elimination of Violence Against Women (on 25 November) and the 16 Days of Activism Against Gender Based Violence, the No More Foundation has unveiled a powerful new campaign that encourages those who are safe at home to help domestic abuse survivors who are not.
McCann and No More Foundation are behind this haunting #ListeningFromHome ad addressing domestic violence
The effort is part of No More’s #ListeningFromHome initiative launched last spring as a response to the Covid-19 pandemic and resulting tremendous spike in incidents of domestic and sexual violence around the world.
The cornerstone of the new effort is a new #ListeningFromHome PSA created for No More by MRM and Great Guns.
The spot showcases three people in their own homes – a man relaxing in his bedroom, a woman leisurely taking a bath and a mom reading to her child. They are each jolted by a loud, disturbing noise coming from a shared neighbour’s apartment.
As the camera pans across one shared wall, it becomes clear that a domestic violent incident has occurred. The spot ends with the tagline for neighbours “on the safe side” to help those experiencing abuse who are not.
The ad directs viewers to call the police in an emergency and contact the National Domestic Violence Hotline in the US for support or download the Bright Sky App to find a local helpline in the UK.
In addition to the PSA, the campaign includes complementary posters and a radio spot, which No More and its chapters will share throughout the 16 Days of Activism Against Gender-Based Violence. Like with Covid-19, the signs of domestic abuse are not always visible. The campaign aims to heighten people’s awareness of the problem and encourage them to safely get help if they do hear or observe incidents of domestic abuse, during the Covid-19 pandemic and beyond.
This next phase of #ListeningFromHome comes as cases of Covid-19 are surging in several parts of the world and some places are locking down again. Preliminary data shows domestic violence homicides are already twice 2019 totals in the United States – nearly all of them occurring since Covid-19 began. Globally, the pandemic is projected to cause a one-third reduction in progress towards ending gender-based violence.
Nicky Bullard, chairwoman and chief creative officer of MRM, says: “It takes three years on average for people in violent relationships to ask for help. So if we, as neighbours, on the safe side of that wall hear it, let’s report it.”
Pamela Zaballa, global executive director at No More Foundation adds: “As Covid surges and the 16 Days of Activism begin, it’s important to call on everyone to help stop domestic violence that’s occurring literally and figuratively next door. We are extremely grateful to MRM and Great Guns for their incredible work and support.”
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