No More Foundation: The Safe Side

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 neighbour’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 neighbours ‘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 US for support or download the Bright Sky App to find a local helpline in the UK. 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.