This Heart-Wrenching PSA Shows Exactly How the Cycle of Domestic Abuse Begins
Baseball Legend Joe Torre's Safe at Home Foundation Aims to Help Children in Abusive Households Learn How to Ask for Help
Editor's Pick
In this heart-wrenching new PSA from the Joe Torre Safe at Home Foundation, a guy sits in a car and screams into his phone: "You disgust me! You make me sick! You are a terrible mother! ..." Confusingly, another guy is sitting in the back seat, repeating each vicious line word-for-word.
But a slow panning shot around the exterior of the car and a deft edit makes the conceit of the ad quickly clear: The guy in the back seat is actually the abuser's son; in the blink of an eye, we see the grown man as the little boy he once was, witnessing his father's outburst. A stark message appears on screen: "What they see they become."
Joe Torre is, of course, a baseball legend and current Chief Baseball Officer of Major League Baseball. This personal message at his foundation's website offers background on Torre's mission:
"Growing up in a home where there was domestic violence was very difficult and left lasting scars. Although I didn't realize it then, I used to feel like the abuse was my fault. I felt helpless and alone. For many years, I felt ashamed and worthless. As an adult, I began to speak openly about my childhood experience with domestic violence. As I gained the understanding and knowledge that too many children live in fear, are unaware of how to ask for help, and suffer the same debilitating fear that I and my family had, my wife, Ali, and I founded the Safe At Home Foundation in 2002."
Credits
- Date
- Mar 29, 2017
- Client :
- Joe Torre Safe At Home Foundation
- Executive Creative Director :
- Vito Zarrillo
- Group Creative Director :
- Kash Sree
- Creative Director :
- Marco Walls
- Art Director :
- Alex Sprouse
- Copywriter :
- Colin Quinn
- General Manager :
- Wendy Lurrie
- Account Manager :
- Paige OReilly
- Strategist :
- Dafna Linden
- Producer :
- Courtney Trent
- Director :
- Michelle Craig
- Executive Producer :
- Rania Hattar
- Executive Producer :
- Luca Delaurentiis
- Director, Photography :
- Ben Kitchens
- Producer :
- Mindy Lubert
- Post Editorial :
- Rock Paper Scissors
- Editor :
- Austyn Daines
- Executive Producer :
- Christopher Noviello
- Online :
- A52
- Executive Producer :
- Jenny Bright
- Colorist :
- Paul Yacono
- Sound Director :
- Lime Studios
- Executive Producer :
- Susie Boylan
- Re-Recording Mixer :
- Tom Paolantonio
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