Not all sorts of violence leave visible bruises. Psychological violence occurs in many forms, but there is a general lack of knowledge about it. To create awareness on the topic and showcase what psychological violence can look like, we produced three violent videos – but not the kind of violence you'd typically expect.
Challenge
Social control and psychological violence are increasing in young people's relationships.
Insight
MANY YOUNG PEOPLE ARE NOT AWARE THAT THEIR RELATIONSHIPS ARE MOVING IN AN UNHEALTHY DIRECTION.
We typically associate the term violence with physical violence. When a film warns about violent content, we expect to be warned against physical violence.
Psychological violence can be difficult to deal with because it doesn't leave any visible marks. However, experts say psychological violence is at least as harmful as physical violence. Studies show a lack of knowledge about violence in close relations and that violence can occur in many forms. Particularly young people who may be in their first relationship find it difficult to recognize systematic manipulation and control as signs of violence and are thus unsure when to speak up.
That's why the former Minister for Equal Opportunities Karen Ellemann wanted a campaign that could spark debate and create reflections among young people aged 16-24.
Solution
Based on three short films directed by Ulaa Salim, we focused on the early signs of violence in relationships.
VIDEOS
WARNING: SCENES WITH VIOLENCE MAY OCCUR
We made three 4-5-minute short films that were shared on social media. All films start with a sign that reads: "Warning, scenes of violence may occur". However, the films neither contain any beating nor other sorts of physical abuse. Nevertheless, they are filled with discomfort and transgressive behaviour.
Zoo
Dinner
Boys' night
Results
With a comprehensive and well-planned PR and social media strategy, we set the agenda in national media, where many media covered the theme. At the same time, the campaign reached the target group broadly and achieved high engagement from the beginning. All in all, the campaign helped set a national agenda with a focus on psychological violence.
