Meet 'Mr. Nice Guy' in Haven's Chilling Domestic Abuse PSA

Marketing communications agency Lowe Campbell Ewald has created a new and powerful PSA campaign for HAVEN, a nonprofit organization that helps victims of domestic violence and sexual assault in Oakland County, Mich.

The campaign takes a fresh approach by focusing on the abuser: who he is, how he works and how dangerous he can be. The campaign also highlights the fact that abuse is gradual, and in most cases, victims don’t see it coming.

Created by Lowe Campbell Ewald and directed by Academy Award winner Angus Wall, the campaign includes TV, print, digital, and out of home assets that showcase the hidden and deceptive aspects of many abusive relationships.  

“It's essential that people experiencing domestic violence and sexual assault know they have a place to go,” said Mark Simon, Chief Creative Officer of Lowe Campbell Ewald. “We are proud to be part of such a meaningful campaign and believe this highly emotional approach will resonate with our audience. Our hope is that it reaches those who are suffering and provide them with the knowledge that help is out there."

The 30-second spot “Mr. Nice Guy” opens on a man speaking directly to the camera, to a future victim. He begins by stating that he will be “really nice” and that “you’ll tell your friends about me.” But the tone quickly shifts when he speaks about the first time he “will smack you, hard.” The spot gets darker as he threatens to “push you down the stairs,” eventually going after his victim’s children. Ending on an ominous note, the man says he will do it again and again, and “convince you it’s all your fault.” The spot then reveals HAVEN’s logo, “Live Without Fear” and a call to action to the organization’s website haven-oakland.org

The print ads and hidden message web banners focus on simple and loving phrases that transform into ugly messages from the abuser. For example, one print ad juxtaposes the phrase “I would kill to be with you” with “I’m gonna kill you” by layering text. Similarly, with the outdoor executions, what looks like a loving phrase from a distance is made up of manipulative, hurtful thoughts, as one gets closer.

“We are grateful to the Lowe Campbell Ewald team for creating this campaign that clearly communicates an important message about domestic violence. One that is often manipulated by the abuser,” said Beth Morrison, president and CEO, HAVEN. “It is the choice and actions of the abuser that causes abuse – the victim is never at fault."