“Controlling behaviors are some of the earliest and most insidious signs of domestic violence, but the signs can often be difficult to spot.”
The Lady Musgrave Trust has teamed up with not-for-profit, Small Steps 4 Hannah to improve community awareness of coercive control. In a pro bono campaign via Publicis agencies, Publicis Worldwide and Starcom – the ‘Red Flag Effect’ highlights the often hard-to-spot signs of non-physical abuse, which can include emotional, psychological and financial control.
According to the campaign, coercive control doesn’t leave physical scars but it does offer clues. “From controlling behaviors to something just feeling a bit ‘off’, the red flags of domestic violence and coercive control present themselves in different ways for different people,” says the campaign.
“For more than 137 years, we have been supporting women and children to find safer home environments,” said The Lady Musgrave Trust chief executive officer, Victoria Parker.
“We know that domestic violence is one of the leading causes of homelessness for women, and that controlling behaviors are some of the earliest and most insidious signs of domestic violence, but the signs can often be difficult to spot.
“To produce this incredible work, we had Publicis engage its network of creatives, and they all provided their skills and talents free of charge. Starcom rallied media players to get this important message out there. This work has come at a very pivotal time for our community, with the introduction of Queensland’s coercive control legislation and increasing conversation around domestic and family violence and what makes a healthy relationship.”
Publicis Worldwide managing director, Simone Waugh, added, “We put the call out to the industry for their support and the time and resource devoted to this cause was unquestionable. From world class directors, to producers, sound engineers, editors and photographers – they all went out of their way to truly understand the issue to craft the campaign.”
Ash Kennedy, associate creative director at Publicis Worldwide, stated, “We all know what physical violence looks like, but when it comes to coercive control, it’s far less obvious. The red flags are nuanced in real life, so our campaign features them in the same subtle ways. Being able to spot them early can help prevent dangerous relationships and ultimately save lives.”
Sue and Lloyd Clarke, co-founders of Small Steps 4 Hannah, added, “This is a powerful campaign which obviously hits very close to home for us… but this is an issue that we didn’t know about until it happened to us. Our community and people of all ages need more education about coercive control and what a healthy relationship is. We can all learn more about these red flags to help spot the signs of domestic violence, whether it’s for ourselves or for our family and friends. A campaign like this can save lives,” the Clarkes said.
Client: The Lady Musgrave Trust
Chief Executive Officer: Victoria Parker
President: Louise Kelly
Head of Public Affairs: Erin Rigby
Creative Agency: Publicis Worldwide
Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Group Account Director: Michelle Sakzewski
Creative Director: Tim Harding
Associate Creative Director: Ash Kennedy
Head of Broadcast & Content: Vicki Lee
TV Producer: Isobel Jones
Broadcast & Content Producer: Britt Groom
Executive Digital Experience Director: James Ansell
Head of Studio: Luke Stocks
Account Director: Kate Lecce
Account Manager: Crystal Davis
Business & Creative Director: Keith Byrne
Digital Project Manager: Polina Shilenina
Digital Experience Designer: Reyhan Susilo
Senior Studio Designers: Amber Lawrence, Stephanie Gow & Senior Studio Designer
Operations Director: Charlotte Barakat
Production: Taxi Film
Executive Producer: Andrew Wareham
Director: Hannah Ariotti
Producer: Justin Lyons
DOP: Esteban Rivera
Photographer: Erik Williamson
1st AC: Bruce Truong
2nd AC: Clara Ciottariello
Gaffer: Dan Michaud
Post-Production: Empire Post
Editor: Digby Hogan
Grade: Kali Bateman
Online: Jason Taylor
Music & Sound: Rosco Audio
Senior Sound Engineer: Ross Batten
Producer: Sarah Ritchie
Media Partners: Seven, Nine, Paramount, Foxtel, Yahoo, QMS, oOh!, ARN, NOVA, Val Morgan & Are Media.
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