Domestic Violence

The Brief

Domestic violence in Georgia is very common, but no one ever talks about it. People prefer to hide it, whether it is happening to them or to someone they know. Also, people tend to stand by, when they encounter domestic violence, as they think, that it is the family matter and they will deal with it themselves.

Creative Idea

To show the real extent of the matter and make people feel uncomfortable, we decided to show it in the most public place possible – on the national TV. So, that people understand, that whatever is unacceptable on the screen, is unacceptable in their neighbor’s home too.

Creative Executive

In aid of International Women’s Day on 8th March, Georgian TV channel, Rustavi2 agreed to broad- cast a live and powerful feature. The footage of a female presenter on daytime TV show ‘Skhva Shuadge’ being verbal- ly abused by a male producer in the background, for making a simple mistake, makes for uncomfortable viewing. The film was shared more than 6000 times, and had 200,000 views. In 3 days, it became the most watched and shared film of the month.