You squeeze your eyes shut, cover them with your hands and count, slowly but surely, listening intently to the sounds and muffled giggles around you. Hide and seek, a staple in almost every child’s playtime.
Assistant Editor, BITE
The campaign aims to raise awareness of domestic abuse; an issue which affects one woman in four in her life and around 800,000 children every year. The powerful 60 second film dramatises these shocking statistics, and raises awareness of the life-saving work Refuge does.
You squeeze your eyes shut, cover them with your hands and count, slowly but surely, listening intently to the sounds and muffled giggles around you. You reach 40 and blink your eyes open, ready to search high and low for the other players. Hide and seek, a staple in almost every child’s playtime.
The game takes a dark turn however in BBH London’s spot for Refuge of the same name. Designed to raise awareness of the 800,000 children every year, and 1 in 4 women in their life affected by domestic violence in the UK, the film dramatises the stats from a child’s perspective. It marks the beginning of a national partnership between Refuge, the domestic abuse charity and Picturehouse Cinemas.
We sit with the child as he counts, flinching at the noises going on around him. He hides under his duvet as the violence occurs until the video tells us that 90% of domestic abuse in a family home happens in front of children. And that’s where Refuge comes in, helping the game of hide and seek become what it was always meant to be: just a fun game.
The darkness of the violence is depicted in powerful contrast to the sunlight streaming in through the windows of the Refuge centre. Along with raising both funds and awareness, this slot, in its powerful dramatisation also demonstrates just how life-saving the charity is for many women and children.