A FaceTime chat turns dark in this PSA about domestic violence during lockdown

Spot from TBWA\Dublin offers hope to people trapped with their abusers

Published On
Apr 24, 2020

Editor's Pick

Reports of domestic and child abuse have spiked in countries under lockdown due to COVID-19. Victims have no time away from their abusers, and nowhere to go to escape. They can’t call for help in secret. Abusers have nowhere to focus their attentions but on their victims, and all of this may be compounded by loss of work and financial and health stressors.

To let victims trapped at home know they aren’t alone, TBWA\Dublin created a PSA for Ireland’s Department of Justice and Equality. A FaceTime chat turns dark as a woman’s abuser barges in, accusing her of talking with someone he doesn’t approve of, before tearing the phone away as the woman sobs.

The spot closes with three hotline numbers and the campaign website, www.stillhere.ie, which offers resources for anyone struggling at home, as well as a “Return to Safety” button that closes the window and switches to the Google homepage, for people who may need to quickly hide their activity from an abuser in the home.

To shoot the spot while Ireland is in lockdown, TBWA\Dublin hired two actors who live together to play the troubled couple, and Rupert Morris of MAKE directed over Zoom.

Previously, another ad for U.K. charity Women's Aid from Engine addressed the domestic violence issue by inserting it into  a format that's now become familiar in brands' pandemic advertising. 


Apr 24, 2020
Client :
Ireland Department of Justice and Equality
Agency :
Executive Creative Director :
Des Creedon
Copywriter :
Niall McDonnell
Copywriter :
Blaise Hoban
Art Director :
Mikey Ryan
Producer :
Kate McEvoy
Business Director :
Yvonne Caplice
Account Manager :
Ruth Gill
Director :
Rupert Morris
Sound :
Mark Richards
Production and Post-Production :
Mutiny Productions
Media Agency :
PHD Media
Media Agency :
Fiona Howard
Media Agency :
Laura Comber
Media Agency :
Brian Carolan

Need a credit fix? Contact the Creativity Editors

Project Type