The campaign – “Controlling her is not a trivial matter. What if this is domestic violence? Choose the best version of yourself” – aims at raising men’s awareness about implicit domestic violence against women to encourage both a change attitudes and, eventually, the call for help via the helpline.

The challenge was huge: not only realizing an aesthetically captivating campaign addressing an a priori reluctant audience but also conveying an impactful message while avoiding stereotypes and moral judgment. We also had to show a variety of behaviors that come under the heading of domestic violence, using a storytelling approach that would raise awareness among the audience.
The violence is implicit and often considered trivial: Sam humiliates, belittles, controls, and disqualifies his partner through his behaviors, but most importantly, words.