Wunderman Thompson UK creates powerful, UGC-style ‘abusers always work from home’ campaign for NCDV
The National Centre for Domestic Violence (NCDV) today launched its ‘Abusers Always Work From Home’ campaign, developed by creative, data and tech agency Wunderman Thompson UK and featuring actors working from home under virtual direction.
It highlights the increased danger that victims are facing and underscores Crimestoppers research which showed that reports of domestic abuse have soared by 50% since the start of the lockdown.
The hard-hitting video gives a fresh, relevant take to the user-generated content aesthetic we’re seeing more of, placing the viewer wholly into this terrifying potential scenario. The actors did the filming themselves due to the coronavirus lockdown, directed remotely by Geej Ower and an all-female creative team.
It opens with a familiar scene of domestic activity during the quarantine, with the couple video-calling friends and family, doing the laundry, clapping for the NHS and playing with their kids. But soon the viewer gets the sense that all is not right – intercuts of a simmering argument, a slammed door, the sound of smashed glass – until at last we face the shocking scene of the mother and child desperately hiding from the enraged father.
The voiceover is from BAFTA winner Vicky McClure, who played a woman trapped in a controlling, manipulative relationship in Channel 4’s I Am... Nicola, (2019).
The digital video will be shared on social platforms as well as Stylist who have offered to support the campaign. There is also an OOH poster campaign and media owners such as JC Decaux, Clear Channel and Blow Up have already offered hundreds of free poster sites around the UK.
Mark Groves, CEO of the National Centre for Domestic Violence, comments: “Wunderman Thompson has created an exceptional piece of creative that really drives home just how bad the lockdown can be for people trapped at home with abusers.
“The support we’ve received has been amazing and we’re hoping to drive the message home and get more victims the help they need. Our mission is to make domestic abuse and violence socially unacceptable both during lockdown and in more normal times.”
Jo Wallace, Creative Director at Wunderman Thompson UK, adds: “This campaign involved no budget and just a great deal of passion with the support and help from an incredible group of people. The whole project, including the casting, filming and sound, was carried out virtually in accordance with social distancing.”
Credits List – NCDV – Abusers Always Work From Home
Project name: Abusers Always Work From Home
Creative agency: Wunderman Thompson UK
Chief Creative Officer: Steve Aldridge
Creative Director: Jo Wallace
Creatives: Daisy Bard, Orla O’Connor
Poster and title design: Guy Sexty, Yoshi Okubo
Business lead: Sally Emerton
Agency Producer: Liberty Willison
Project Managers: Verity de Courcy Norman
Director: Geej Ower
Production Companies: Stink Films
Production Company Producer: Katie Lambert
Editor: Geej Owen
Voice over: Vicky McClure
Casting: Hannah Lane Casting
Sound Designer: Martin Leitner @ WAVE Studios
Colourist: Simon Bourne @ Framestore London
VFX Supervisor: Paul O’Brien @ Framestore London
Post- Production Producers: Sian Jenkins, Katie Sharpe @ Framestore London
Jo Sensini firstname.lastname@example.org M: +44 (0)7710 316759
Andy Riley Andy@velvetpr.biz M: +44 (0)7503 673 384
About Wunderman Thompson UK
At Wunderman Thompson, we exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, our experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.
About The NCDV
The National Centre for Domestic Violence (NCDV) is a socially driven business providing free advice and effective routes to legal protection for victims of domestic abuse and violence. We are completely apolitical. We have championed technological advances to facilitate access to justice for all victims irrespective of their financial position, religious beliefs or sexual preferences. Our mission is to make domestic abuse and violence socially unacceptable.