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ADVERTISING CAMPAIGNS

Keira Knightley in hard-hitting domestic violence campaign

Agency: Grey London

Client: Women's Aid

Keira Knightley and Atonement director Joe Wright have teamed up once again to make a landmark film to raise awareness of domestic violence.

Women’s Aid have launched this new national domestic violence awareness campaign, which centres on a hard-hitting short film directed by BAFTA-winning director, Joe Wright and starring actress Keira Knightley.

Activity will include cinema, TV, print and on-line.

Keira Knightley said: "I wanted to take part in this advert for Women's Aid because while domestic violence exists in every section of society, we rarely hear about it. We may not think we know someone who has experienced domestic violence, but this does not mean that it is not happening. 

"Domestic violence affects one in four women at some point in their lifetime and kills two women every week.  Without the services provided by Women's Aid, many more women could be at risk of being killed, yet without donations the charity may not exist this time next year. Please donate £2 a month to Women's Aid to help save lives."

The two minute film, ‘CUT’, sees Keira arrive home after a days filming to be confronted by her abusive partner. The scenes that follow are disturbing but all too common and the films ends with the statement, ‘Isn’t it time someone called cut?’ The film is supported by print and the film can be seen on-line at www.cutmovie.co.uk from April 2nd.

Chris Hirst, managing director from Grey London, said, “So many talented people have dedicated their time to this powerful campaign to raise awareness of a subject that remains taboo despite the staggering statistics that two women die from domestic violence every week.”

Nicola Harwin CBE, chief executive of Women's Aid, added, "We are so grateful to both Joe Wright and Keira Knightley for donating their time to make this public awareness advert. We hope the Women’s Aid campaign will both increase public awareness of domestic violence, letting abused women and their families and friends know that there is help out there, and also raise vital funds for Women's Aid, to help us to continue in our work.

"For the last 35 years Women’s Aid has provided lifeline services to those at risk from violence in the home and we will continue to help save lives and keep abused women and children safe until we can put a stop to domestic violence.

Media has been donated by Pearl & Dean, DCM and Admedia.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.    

AJR
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