ChallengeCreate a powerful radio commercial that would cut through on-air. As well as highlighting the problem, there was a need to inform victims on where they could find help and advice.
Solution40 seconds is little time to communicate a subject matter as sensitive and complex as domestic violence, so the radio advertising script had to deliver it’s message in a very concise way. To achieve this, the script was based around the reading of marriage vows by a vicar. These start out normally, but soon change to describe how domestic violence can become a living nightmare.
ResultsOn-air, the audience heard something quite unexpected. It stopped people and made them think. For actual victims, it was a scenario they could relate to, but with the addition of a strong call to action, there was also a positive way out.