WOMANKIND Worldwide has launched 'Be There', a new TV and cinema advertisement which calls for support from the British public to prevent violence against women.
The film will remind people that as well as an act of ‘domestic’ atrocity, violence against women comes in the form of rape in war zones and genital mutilation of young girls all over the world.
View the TV ad here >>
View the press ads here >>
Created by international advertising agency Rainey Kelly Campbell Roalfe Y & R, and directed by the award-winning Nicolai Fuglsig, ‘Be There’ shows three short scenes of violent behaviour against women. The mysterious twist to the film, however, is that the attackers are prevented from fulfilling their violent intention by an invisible power. This power removes a knife from a woman about to carry out female circumcision, pulls a would-be rapist off his victim and holds back the clenched fist of a man about to punch his wife. Each scene is just 20 seconds long but in that time the audience comes to realise that it is WOMANKIND, with its practical ways of tackling violence against women around the world, who is holding back the attackers from carrying out their horrific crimes.
Mike Boles and Jerry Hollens, the creative team at Rainey Kelly Campbell Roalfe Y & R said “We’ve worked with WOMANKIND now for 5 years, helping them to communicate and raise awareness through new and distinct ways of advertising. We’ve stuck to messages about domestic violence in the past but we thought it was about time that the UK public really embraced the scale of the problem around the world and saw WOMANKIND in their true light – as a major part of the long-term solution”.
James Murphy, CEO of Rainey Kelly Campbell Roalfe Y & R, said “Creating an advertisement for WOMANKIND about these issues was an extremely challenging but motivating task for us. We believe that the creative concept is really powerful and will achieve a deep and long-lasting impact on the audience.”
Maggie Baxter, Executive Director of WOMANKIND, said, “This film will help us to communicate that violence against women is not something that just happens to women inside the home. WOMANKIND is committed to tackling many different forms of violence, ranging from the killing of small babies in India just because they were born a girl, to rape as a weapon of war in Afghanistan, Albania or Somaliland. We are eternally grateful to the ad-agency for developing this wonderful advert and really do think it will raise awareness for our work.”
‘Be There’ was created, directed and produced at no cost to WOMANKIND and was filmed with local actors in Croatia, London and South Africa. WOMANKIND is looking for cinema and television companies to donate media space.
For further information call Amy Pratt at WOMANKIND on 020 7549 0360, or email amy@womankind.org.uk
