We’re delighted to announce that Tom & Morgan won the December Aerial Award with our radio campaign for Women’s Aid.
When people think about domestic abuse their brains automatically jump to physical violence. Anti domestic violence advertising tends to do the same, creating campaigns that highlight the shocking, visible result of this abuse.
But Women’s Aid wanted to do things differently. They wanted to raise awareness of the fact that not all the damage is physical.
This unlocked a powerful idea as we realised that potentially more harrowing than the bruises and broken bones is the sound of women suffering alone – and in silence.
Radio – a loud, shouty media space – was the perfect medium to disrupt with our message. Our “silence” opens a deeply uncomfortable and affecting window into the issue in a way that is impossible to ignore.