Title | SHARE IT TO STOP IT |
Brand | HUNGARIAN INTERCHURCH AID |
Product/Service | HUNGARIAN INTERCHURCH AID |
Category |
B13. Not-for-profit / Charity /Government |
Entrant
|
ACG ADVERTISING AGENCY Budapest, HUNGARY
|
Idea Creation
|
ACG ADVERTISING AGENCY Budapest, HUNGARY
|
PR
|
ACG ADVERTISING AGENCY Budapest, HUNGARY
|
Production
|
UMBRELLA Budapest, HUNGARY
|
Credits
Rita Alberti |
ACG Advertising Agency |
Creative Group Head |
Petra Kocsis |
ACG Advertising Agency |
Art Director |
Gergely Nagy |
ACG Advertising Agency |
Art Director |
Peter Tihanyi |
ACG Advertising Agency |
Creative Director |
Laszlo Nagy |
ACG Advertising Agency |
Creative Director |
Istvan Foltin |
ACG Advertising Agency |
Copywriter |
Bianka Bujdoso |
ACG Advertising Agency |
Strategic Planner |
Erika Farkas |
ACG Advertising Agency |
Strategic Planner |
Eva Virag |
ACG Advertising Agency |
Account Director |
Nora Batizi |
ACG Advertising Agency |
PR Executive |
Fanni Szilagyi |
Umbrella Budapest-New York |
Film Director |
Gabor Szilagyi |
Umbrella Budapest-New York |
Director of Photography |
Write a short summary of what happens in the film
Living in a violent relationship is like an endless cycle of hope and misery. There’s no power to stop the suffering of the victims unless they share their story with anyone who could help. As a demonstration we created an interactive short film without an end. An infinitely looping story of a seemingly ordinary couple that goes through different forms of domestic violence without showing any physical abuse. The story also represents the phases of a violent relationship. It begins with a seemingly happy couple then the signs of violence appear one by one. When the events are reaching the peak point the story continues where it has begun. When viewers try to stop the video they face what victims face in the real world: they can’t stop it without sharing it.
Cultural/Context information for the jury
Hungary suffers from chronic domestic violence according to the Human Rights Watch with 1 in 5 women being affected. Specifically mental and emotional abuse are belittled and excluded from the conversation, despite the deep and long lasting scars it causes. Instead of support those affected and asking questions online are labelled as weak complainers and get bullied. At the same time there are important gaps in Hungary's legal and policy framework: an assault against an intimate partner will only be classified as domestic violence if there are at least two separate instances of abuse. That's why a lot of woman stuck in an abusive relationship. Our task was to change this deeply rooted perception. No matter if verbal, emotional, mental or physical there is only one way to escape and that is facing and sharing the problem. To get there a website was set up, offering anonymous professional help.