A new campaign for Genesis Women’s Shelter & Support aims to eradicate the helplessness of abuse and provide a path to lead an independent and safe life.

Founded in 1985, Genesis provides safety, shelter and support for women and children who have experienced domestic violence, and raises awareness regarding its cause, prevalence and impact.

Directed and edited by Sai Selvarajan in a collaborative effort with Element Ad 2 (the public service agency of Ad 2 Dallas) the spots convey hope and healing where each of us can unfold our hearts and repair lives.

The stop motion approach, with hands as symbols of the strength of support, balances simplicity and impact. Set against a brightly colored backdrop, the palette was designed to bring light to the dark subject, invoking restoration and the road to a fearless future. Because, as the spots relay, learning about abuse is a powerful way to be her first step. Only then can you be a helping hand in addressing the many forms it takes. 

“Our hands are characters in this call-to-action,” comments Editor Sai Selvarajan. “We wanted to reach a wide audience - since abuse can affect any age, any race, any religion, anywhere - and these hands, marked by time, reflect how abuse permeates our society. It really struck me working with this team that it’s not just the victims that need to know, but we all need to know the signs so we can help.”

“Domestic violence campaigns have a track record of pairing depressing visuals with jarring headlines and that’s exactly what fueled our efforts to make something with a positive message. Something that inspires the community with the tools to help end domestic violence,” explains Creative Director McKenzie Teng. “The team poured their passion and hard work into this campaign. To have Sai and company at Lucky bring their talents and expertise to the table, is nothing short of a creative’s dream.”