I Like Music
Electriclime gif
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

RED Center’s Powerful Film Shines a Spotlight on Honour-Based Abuse

Creative 32 Add to collection

Liberate teams up with Holy Ravioli on film for Danish organisation

RED Center’s Powerful Film Shines a Spotlight on Honour-Based Abuse

Creative agency Liberate and production company Holy Ravioli have created a new three-minute campaign film for a Danish organisation providing anonymous help and advice as well as protection in safe houses to people exposed to honour-based abuse, violence and negative social control.

"I ran away from home in 2014 and at that time there weren’t campaigns putting light on problems like honour-based abuse,” says a former victim of honour-based abuse after seeing the campaign for Red Center.

The film campaign is based on true events. Victims of honour-based abuse have been interviewed by the creative team and as the seriousness of their experiences became clear, the decision was made to stay true to the violent realities.

Niddal El-Jabri (inclusive strategist at Liberate Agency) states the importance of shedding light on cultural, and environmental suppression of young people's harmless curiosity about life: "I full-heartedly believe that our most important role as a parent is to make our children feel safe. No matter what happens in their lives, home is a safe place where we are honest and feel safe when sharing what's in our hearts. But for many young people that is not the case. Many youths face physical and psychological abuse from their nearest relatives if their actions or even thoughts threaten the family honour. Every country should have a politically decided plan of action to counter honour-based violence and abuse."

While researching the topic, it became clear that only Scandinavian countries along with the UK are being progressive on honour-based violence and abuse. During a screening of the film to an international audience, it became even more apparent how the topic is undisclosed, with comments like: "isn't it just domestic violence?"

The campaign aims to shine a light on honour-based abuse and give youths the courage to reach out for help. No one is alone.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: Storytelling

Categories: Corporate, Social and PSAs, Charity

Liberate., Mon, 09 May 2022 11:24:26 GMT