Domestic violence awareness campaign uses interactive video

This new ad out of the UK asks users if they’d like to call 999 (their version of 911) when they hear a violent argument; depending on what the user picks, they’re brought to a different video ending. Thoughts?

Find out more about the campaign here.

Via Copyranter

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  • http://feministing.com/members/yekaterina/ Yekaterina

    I like that if you click on ‘call 999′ it appears to be a man’s hand that picks up the phone.

    • http://feministing.com/members/tigerrose13/ Kimberly

      Why not? Man or woman, we must must MUST do something about domestic violence!

  • http://feministing.com/members/cupkate/ Kate

    I like the idea of using new media forms to explore these kinds of messages, but I think this one fell short because of the message, not the medium.
    First, the situation presented escalated to violence within seconds, which isn’t uncommon. How likely is it, in ANY city, that the police would be there in time to help? In my city, it could easily be hours before someone dropped by.
    Second, calling the police for an in-the-moment domestic violence episode can be problematic in as many ways as it can help. Certainly there are times when it will save a life or help someone who is being abused, but there are also times when it will make things worse for the victim. Abusers can easily be charming and manipulative when police or concerned neighbors are involved, and get even worse in their homes. I’m of the better-safe-than-sorry camp, but I’ve heard some convincing first-hand arguments against calling the police.
    For a great example of getting this issue right, check out the Ring the Bell campaign. It has an immediate effect and lets victims know that someone is willing to help if and when they are ready. http://www.youtube.com/watch?v=9t3BPv8tBP4&feature=channel

  • http://feministing.com/members/maraalyse/ Mara Hollander

    The campaign is certainly effective in that it got my blood pressure up to levels previously unknown solely through advertising. Given the effect it had on me – and I live a sheltered, comfortable, happy life – I wonder how the ad will affect women who have been abused.

  • bbrutlag

    I thought this “interactive” approach is great. It is connecting the individual person to what happens around them; making them realize that they have the power to change reality, and save a life. So often we treat noises and arguments that we hear in those situations like we are watching it on television (as a silent third party) that we do nothing but vouyeristically watch without getting involved; essentially it is the bystander effect. This is a behavior that has been repeatedly socialized into us as a cultural norm that has been stregthened by news media and other organizations; keeping us in a constant state of perpetual fear and panic. We need more add campaigns like this to break us from our comfortable Private orbaits (daily lives, habits and routines) so that we can realize we can make a difference and pursue that social change; especially when it comes to violence against women ( or any human for that matter regardless of gender identification).

  • http://feministing.com/members/george1mccasland/ George McCasland

    And what would you do if it sounded like a man getting beat?
    Annette’s Story: The Other Face Of Domestic Violence