“It Rarely Stops”, a online video produced for National Domestic Violence Hotline in the USA, has won 2 gold cubes at the 90th ADC Awards for advertising broadcast media non-broadcast commercial, and for special effects. Each year, women experience about 4.8 million intimate partner related physical assaults. Most often these assaults are not isolated but instead continue. In “It never stops” a woman stands in the bathroom revealing evidence of ongoing physical violence on her face and neck. The goal of the video was to relate to the overwhelming desperation of such a terrible situation, communicate just how lonely the experience of domestic violence is and offer real hope and a solution.
Click on the image below to play the video in YouTube (HD)
The campaign was developed at Y&R Chicago by creative director/art director/copywriter Ken Erke, director of integrated production Brian Smego.
Music was produced at Emoto Music, with Emy Reynolds covering Peter Gabriel’s track, “Mercy Street”.