Title	SHARE IT TO STOP IT
Brand	HUNGARIAN INTERCHURCH AID
Product/Service	HUNGARIAN INTERCHURCH AID
Category	D02. Interactive Video
Entrant	ACG ADVERTISING AGENCY Budapest, HUNGARY
Idea Creation	ACG ADVERTISING AGENCY Budapest, HUNGARY
PR	ACG ADVERTISING AGENCY Budapest, HUNGARY
Production	UMBRELLA Budapest, HUNGARY

Name	Company	Position
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

Background

The biggest issue regarding domestic violence was the social norm that completely ignored all forms of domestic abuse, except brutal physical violence. Unless blood flows it's not abuse and your own personal problem. That's why a lot of woman stuck in an abusive relationship. Our task was to change this deeply rooted perception, raise awareness of what an abusive relationship looks like, what diverse forms of abuse exist and to call to action all those involved. 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 and a chilling piece of content filmed to stir awake each and every viewer. Our objective therefore was to get a minimum of 150.000 page visits and around 160 consultations in the first 4 month.

Describe the strategy

Every 5th Hungarian woman suffers from domestic abuse and yet the topic remains a social taboo. Specifically mental and emotional abuse are belittled and not included in the conversation, despite the deep and long lasting scars it causes. Instead of support those affected and asking questions online are largely condemned and labelled as weak complainers. This is the prejudice box the strategy aimed to tackle: bring to light and transparently raise awareness of the diverse facets of domestic abuse and where to seek real professional help, even if its "not yet" physical violence. Anyone involved should be empowered to act, rather than discouraged, no matter what social status, age or wealth bracket they fall into. To achieve this we needed to wake people up and confront everyone that turning a blind eye is not an option. These stories need to be shared and the taboo has to be dismantled.

Describe the execution

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.

List the results

Reaching 1 million Hungarian woman who suffer in a violent relationship without a media budget is not easy. We don’t know who they are and where to find them. What we know is that they are among us. By launching this film we encouraged people to share the message and reach the actual victims. The proudest moment was when we realized the campaign works. Nowadays when bite sized content rules the web our 7-minute short film made a breakthrough. The online reach was 13.300.000 weekly, being shared more than 95000 times, meaning 1 in a 100 people wanted to share the issue. We appeared on all major media portals with 69 press and 4 dedicated TV appearences to deal with the issue. And most importantly more than 1500 victims shared their story and 800 people got professional help already.