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Domestic Violence Charity Hits Home
JWT London campaign replaces usual house sales patter with an eerie undertone
National Centre for Domestic Violence (NCDV) has launched an unnerving national TV advertising campaign, created by JWT London.
Called ‘House Hunt’, the campaign uses the everyday situation of an estate agent showing a couple around their dream home, but with the usual sales patter replaced with a violent descriptive. The estate agent’s descriptions include: “Double-glazed so no-one will hear your screams” and “Be careful on these steep stairs, easy to fall down. Accidentally, of course.”
As the estate agent finishes showing the couple around the house and proceeds to lock the door, the copy ‘1 in 4 women will suffer abuse behind closed doors’ is shown on screen followed by ‘there is a way out’. The ad ends by showing how viewers can get in touch with NCDV.
Steve Connor, CEO of NCDV, said: “Rather than showing actual physical abuse or the impact of domestic violence, this campaign provokes a stronger emotive response by forcing the viewer to imagine the scenes of violence being described.”
The work airs for the first time in the UK on 13th March 2013 and will run for three weeks. It can also be viewed on the charity’s YouTube channel. Steve Cope directed the ad through Rattling Stick.
NCDV was established to help survivors of domestic violence obtain protection against an abuser, as well as offering services to the police, probation service, domestic abuse agency workers, legal profession and judiciary.
It specialises in providing free, fast and effective legal support to survivors of domestic violence, usually by helping individuals obtain injunctions from their local county court. This free service is provided to everybody, regardless of their financial circumstances, sexual orientation, race, gender, age, or political or religious belief or otherwise.
Credits
Project name: House Hunt
Creative agency: JWT London
Executive Creative Director: Russell Ramsey
Art Director: Andy Smith
Copy Writer: Ryan Lawson
JWT TV Producer: Anna Howard
Account Director: Emily Medhurst
Production Company: Rattling Stick
Director: Steve Cope
Producer: Kate Taylor
Editor: Tim Hardy
Sound: Munzie Thind
