Trigger warning: sexual violence
It Still Matters, Ministry of Justice
The Ministry of Justice asked our team to develop a social media campaign encouraging survivors of sexual abuse to reach out for support.
On average, it takes someone 24 years to seek support. Reaching out means facing up to the complex pain and trauma of the abuse, leading many survivors to keep it inside for months, years or even decades. It was important for the creative to acknowledge this.
The creative concept sends an important message to survivors: no matter when the abuse happened, support is always there. Footage of domestic scenes throughout the decades evokes memories of a past marred by the impact of abuse, while acknowledging that living with the abuse can be as difficult as talking about it.