For Immediate Release
April 28, 2020
NO MORE FOUNDATION’S POWERFUL NEW VIDEO BRINGS TO LIGHT HUGE SPIKE IN DOMESTIC ABUSE DURING THE COVID-19 CRISIS
Created by Great Guns and MRM, the Public Service Announcement Builds on #Listeningfromhome Campaign to Encourage People to Help Abuse Survivors
New York — In response to the ongoing, significant spike in domestic violence during the COVID-19 crisis, today The NO MORE Foundation launched a powerful new Public Service Announcement (PSA) that encourages those who are safe in isolation at home to help domestic violence survivors who are not. The PSA builds on NO MORE’s and the National Domestic Violence Hotline’s #Listeningfromhome campaign.
The PSA opens with a man, visible from a safe distance through his window, washing his hands just as everyone is doing to help prevent the spread of COVID-19. But it becomes clear as the camera pans in that he had just beaten his partner who lays barely able to move in the background. The message states that domestic violence is an epidemic that we can’t wash our hands of. It calls on neighbors to get help when they hear or observe violence next door by calling the police in an emergency and contacting the National Domestic Violence Hotline in the U.S. for support or downloading the Bright Sky App to find a local helpline in the U.K.
Like with COVID-19, the signs of domestic abuse are not always visible. However, now that people are spending almost 24/7 at home, they might hear more coming from their neighbors’ homes than usual. Launched at the end of March as a social media effort, the #Listeningfromhome campaign, created for NO MORE by MRM in London, aims to heighten people’s awareness of the problem, learn to recognize the signs and encourage them to safely get help if they do hear or observe incidents of domestic abuse.
Initial airing partners for a :30 version of the PSA include the NFL Network and Univision. The PSA was produced for MRM by award-winning global production company Great Guns. Great Guns director Calum Macdiarmid devised an approach that was not only a very practical way for the film to be shot under the protocols of lockdown, but also the strong visual execution draws the viewer in, then turns their initial perception upside down.
Director Macdiarmid said, “The agency script was strong and simple, so my ambition was to take a minimalist approach. I wanted the tone within the narrative to change in a seamless way so it delivered a magician’s misdirect.”
According to Nicky Bullard, Chairwoman and Chief Creative Officer, MRM, “Calum did not need to be at the location to film it, as he viewed the playback takes and gave the technical and performance direction remotely. This shoot was made possible by D.P Max Witting’s valiant effort and generosity – to use his own home, and to light the interior and exterior single handedly, and featured his partner and housemate in isolation. We are so grateful to the entire team at Great Guns for giving their time for this piece and to support such a serious cause. Just brilliant.”
The work was edited in-house at Great Guns by Nick Saunders, graded by Stef Colasi and sound by Dugal Macdiarmid at Wave.
“The PSA is powerful and disturbing in a way that we hope inspires more people to take domestic violence seriously and become allies in the effort to stop and prevent it — during this crisis and beyond,” said Pamela Zaballa, Global Executive Director of NO MORE. “We are extremely grateful to MRM and Great Guns for rising to the challenge of quickly producing a video while safely social distancing.”
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 data science, technology innovation and creatively driven relationship marketing agency that helps brands grow meaningful relationships with people. The agency leverages the power of creativity, the beauty of data, the magic of technology and the impact of connections to drive business results. MRM//McCann is part of the Interpublic Group (NYSE: IPG) and a lead agency in the McCann Worldgroup network, with 40-plus offices across North America, Latin America, Europe, the Middle East and Asia Pacific. For information, please visit mrm-mccann.co.uk.
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.
Great Guns Credits:
Director: Calum Macdiarmid
Producer: Tim Francis
E.Ps: Laura Gregory, Adam Collins
DP: Max Witting
Editor Nick Saunders
Grade: Stef Colasi @ Okay Studio
Sound: Dugal Macdiarmid @ Wave
Thanks to: Pixi Pixel
Chief Creative Officer: Nicky Bullard
Creatives: James Thorley/Jon Wells
Account Director: Sarah Tille
NO MORE: Toby Graff, Toby@nomore.org, 917-593-5096
MRM: Steve Garside, Stevet.Garside@mrm.com, +4407590473085