WOMEN'S AID THE LOCKDOWN
Tuesday 7th April 2020: Today, Women’s Aid Federation of England – the national domestic abuse charity – has launched ‘The Lockdown’, a chilling campaign raising awareness of the increased dangers of domestic abuse during the Covid-19 lockdown period.
The work, by ENGINE Creative and production company Knucklehead, draws attention to the empty streets and public spaces throughout the UK whilst the nation is on lockdown to prevent the spread of Coronavirus. During this period, domestic abusers and their partners are self-isolating together at home, and there are real concerns that households living together in close proximity for extended periods may see an increase in abusive incidents. Covid-19 will not cause domestic homicides – only abusers are responsible for their actions – but the pandemic does, however, threaten to escalate abuse and close down routes to safety for women to escape.
Between 26th March and 1st April, Women’s Aid experienced a 41% increase in users visiting their Live Chat site, compared to the previous week, with a marked increase in visitors across all digital support services. The Women’s Aid COVID-19/Coronavirus advice page for survivors has had 27K page views since its launch.
The creative work was created on a pro bono basis by a team of collaborators who worked within the current government guidelines. Footage was captured on phones as part of daily exercise excursions and shared remotely. Editing, grading and reviews were all done from home working spaces and thanks to online conference calls, resulting in a campaign of work created by a team who never once met.
The work will run on social channels and in donated media including The Guardian print and digital, as well as Sky and Eurosport, thanks to help from Essence.
Client: Women’s Aid
Title: The Lockdown
Executive Creative Director: Billy Faithfull
Creative Director: Christopher Ringsell
Creatives: Charlie Gee and Tian Murphy
Head of Film: Melody Sylvester
Agency Producer: Leila Bartlam
Assistant Producer: Olive Andrews
Client MD: Emma Marsland
Integrated Project Director: Liz Boothby
Senior Account Director: Rosa Stanley
Account Executive: Stephanie Coyne
Senior Strategist: Katherine Morris
Influencer Strategist: Gemma Glover
Production Company: Knucklehead
Executive Producer: Tim Katz
Director: Max Fisher
Sound Design: Ben Leeves
Audio: Jungle Sound Studios
Post-Production: Cut + Run
Editor: Rebecca Luff (Cut + Run)
Post-Production: The Mill
Colourist – James Bamford (The Mill)
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