Refuge: The Naked Threat, 1

Credits & Description:

Client: Refuge
Advertising Agency: AMV BBDO, UK
Executive Creative Director: Nick Hulley
Creative: Jack Smedley
Creative: George Hackforth-Jones
Designer: Mario Kerkstra
Agency Account Team: Anna Covell
Agency Producer: Laura Graham
Project Manager: Daniela Loccissano
Agency Planner: Margaux Revol
Production Company: Ashley Tyas
AMV Interactive: Rhiannon Black
Production Co/Producer: Hannah Ruddleston
Post-production Company: Black Kite Studios
Audio Post-production: String & Tins
Country: United Kingdom
Published: September 2020
Synopsis:
Although it is illegal to share explicit images of someone without permission, at the moment there is no law against threatening to do so. Refuge says this is exploited by abusive partners, who use it to coerce their partners into acting against their will. The creative for #TheNakedThreat draws parallels between messages saying explicit images will be made public and traditional ransom notes – which are illegal. AMV BBDO drew on real messages received by domestic abuse victims, particularly the testimonial of Natasha Saunders, whose ex-husband is now serving a 12-year jail sentence. The creative runs initially as an innovative hack of Cosmopolitan’s Instagram stories, with audiences being called on to sign a letter addressed to ministers saying they support a change in the law. In addition, Zara McDermott, a victim of image-based abuse herself, is taking a mobile billboard featuring the chilling ransom note to the Houses of Parliament.