Handwashing PSA Hides Disturbing Secret Of Some Households In COVID-19 Lockdown
Video screenshot via NO MORE
While the lockdown is turning out to be a productive time for many, a number of households are grappling with the isolation in silence. In some families, being made to live in close proximity with a spouse during all hours of the day means more frequent outbursts.
Crafted in the guise of a regular handwashing PSA at first, a new spot by The NO MORE Project, an organization aiming to put a stop to domestic violence and sexual assault; and film production company Great Guns reveals a hidden reality of families facing domestic abuse.
The viewer is first shown a window with a man washing his hands. “There’s an epidemic you can’t wash your hands of,” the ad flashes on the screen.
The camera then pans closer to the scene, revealing the feet of a woman lying on the floor. “During the COVID-19 crisis, domestic violence has risen dramatically,” the commercial’s message continues.
Viewers are reminded that there are ways to help if they hear their neighbors being attacked by their spouses.
The video was filmed from the home of Max Witting, the director of photography, who personally worked with the lighting and cast his housemate and partner to play the couple. The spot is being aired on the NFL’s network in the US.
Across the world, there is a huge spike in domestic violence during #COVID19. If you are safe at home during isolation, you can help a survivor who isn't. In an emergency, call 911. For support & information, call @NDVH at 1-800-799-7233. PSA created by @greatgunstv & @Global_MRM pic.twitter.com/olmqRGl2G8
— NO MORE (@NOMOREorg) April 29, 2020
[via AdAge, video and cover image via NO MORE]
Also check out these recent news
