The campaign focuses on the critical role of witnesses and of family and friends of victims of domestic violence. The goal was to remind witnesses that they have an important part to play and that, without them, domestic violence victims cannot get out of the situation easily. In order to get the public involved, we decided to represent the psychological state of a victim by simulating a real drowning. As they listen to the victims’ thoughts, Internet users will learn about the trap in which victims often find themselves, and get to appreciate the importance of helping victims. Not only is this interaction gripping in that it encourages the Internet user to click and save the victim, but it also helps the user to make the link between this fiction and the reality lived by victims of domestic violence. The desired behaviour is not only elicited, it is also applied. Finally, the conclusion of the ad reminds us that help must be offered in real life, not just online.
