For Immediate Release
November 25, 2020
NO MORE FOUNDATION UNVEILS NEW #LISTENINGFROMHOME AD CAMPAIGN FOR 16 DAYS OF ACTIVISM AGAINST GENDER-BASED VIOLENCE
Created by Great Guns and MRM, Public Service Announcement (PSA) Encourages Neighbors to Help Domestic Violence Victims During COVID-19 Crisis and Beyond
New York — In commemoration of the International Day for the Elimination of Violence Against Women and the 16 Days of Activism Against Gender Based Violence, today The NO MORE Foundation unveiled a powerful new advertising campaign that encourages those who are safe at home to help domestic abuse survivors who are not. The effort is part of NO MORE’s #ListeningFromHome initiative launched last spring as a response to the COVID-19 pandemic and resulting tremendous spike in incidents of domestic and sexual violence around the world.
The cornerstone of the new effort is a new #ListeningFromHome PSA created for NO MORE by MRM and Great Guns. The spot showcases three people in their own homes—a man relaxing in his bedroom, a woman leisurely taking a bath and a mom reading to her child. They each are shown to be jolted by a loud, disturbing noise coming from a shared neighbor’s apartment. It becomes clear as the camera pans across one shared wall that a terrible incident of domestic violence has just occurred. The spot ends with the ask for neighbors “on the safe side” to help those experiencing abuse who are not. It directs viewers to call the police in an emergency and contact the National Domestic Violence Hotline in the U.S. for support or download the Bright Sky App to find a local helpline in the U.K.
In addition to the PSA, the campaign includes complementary posters and a radio spot, which NO MORE and its chapters will share throughout the 16 Days of Activism Against Gender-Based Violence. Like with COVID-19, the signs of domestic abuse are not always visible. The campaign aims to heighten people’s awareness of the problem and encourage them to safely get help if they do hear or observe incidents of domestic abuse, during the COVID-19 pandemic and beyond.
View the PSA (U.K. and U.S. versions)
This next phase of #ListeningFromHome comes as cases of COVID-19 are surging in several parts of the world and some places are locking down again. Preliminary data shows domestic violence homicides are already twice 2019 totals in the United States—nearly all of them occurring since COVID-19 began. Globally, the pandemic is projected to cause a one-third reduction in progress towards ending gender-based violence.
Nicky Bullard, Chairwoman and Chief Creative Officer of MRM said, “It takes 3 years on average for people in violent relationships to ask for help. So if we, as neighbours, on the safe side of that wall hear it, let’s report it.”
“As COVID surges and the 16 Days of Activism begin, it’s important to call on everyone to help stop domestic violence that’s occurring literally and figuratively next door,” said Pamela Zaballa, Global Executive Director, NO MORE Foundation. “We are extremely grateful to MRM and Great Guns for their incredible work and support.”
About NO MORE: The NO MORE Foundation is dedicated to ending domestic violence and sexual assault by increasing awareness, inspiring action, and fueling culture change. With more than 1,400 allied organizations and over 40 state, local, and international chapters, NO MORE sparks grassroots activism, encouraging everyone—women and men, youth and adults, from all walks of life—to be part of the solution. The Foundation creates and provides public awareness campaigns, educational resources and community organizing tools free-of-charge for anyone wanting to stop and prevent violence. First launched in 2013, NO MORE has brought together the largest coalition of advocacy groups, service providers, governmental agencies, major corporations, universities, communities and individuals, all under a common brand and a unifying symbol in support of a world free of violence.
About MRM: MRM is a leading marketing agency. Through a strong foundation in strategy, data science, technology and creativity, MRM helps transform businesses by helping brands grow meaningful relationships with people. The agency was named a “Best Workplaces for Innovators” by Fast Company, B2B Agency of the Year from the Association of National Advertisers (ANA), a four-years-and-counting run as Gartner “Leader” in Global Marketing Agencies Magic Quadrant from 2017-2020, Ad Age’s 2018 B-to-B Agency of the Year, the Top Large Agency of the Year from Digital Analytics Association’s (DAA) Quanties Award, and, for the first time, WARC’s global Effective 100 ranking placed five MRM agencies in its top 40 effective digital agencies listing for 2020. MRM is part of the Interpublic Group (NYSE: IPG) and a top agency in the McCann Worldgroup network, with 35-plus offices across North America, Latin America, Europe, the Middle East and Asia Pacific. For more information, please visit www.mrm.com.
About Great Guns: Founded in 1996 by Laura Gregory, Great Guns is an awarded global content and music video production company with a reputation for creativity and excellence. The company has offices in UK, Europe, Asia and USA and works with the world’s best creative agencies and brands. Their roster comprises renowned international directors and photographers along with exciting emerging talent who craft beautifully told stories across advertising, film, photography, music, fashion, art and experiential. The company has won multiple awards including, D&AD, One Show, LIA, SHOTS, Sharks, Berlin MVA’s and Cannes Lions. In 2018 they won both Epica Production Company of the Year, LIA Production Company of the Year and in 2019 were shortlisted for SHOTS Production Company of the Year.
Credits:
Agency: MRM
Chairwoman and CCO: Nicky Bullard
Creative Director: Jon Wells
Account Director: Sarah Tille
Production Company: Great Guns US
Director: Norton
L.A Executive Producer: Oliver Fuselier
EPs: Laura Gregory, Adam Collins
Producer: Tim Francis
Editor: Norton
Sound: Paul Sumpter @ The Futz Butler.London