One Love Foundation: Behind the Post [:30]

Credits & Description:

Brand ONE LOVE FOUNDATION
Entrant MAL\FOR GOOD LOS ANGELES
MAL\FOR GOOD Los Angeles, USA Entrant Company
MAL\FOR GOOD Los Angeles, USA Idea Creation
TOOL Los Angeles, USA Production
Cabin Editing Company Santa Monica, USA Additional Company
BEACON STREET STUDIOS Los Angeles, USA Additional Company
FRAMESTORE Los Angeles, USA Additional Company
Duncan Milner MAL\FOR GOOD Global Creative President
Xanthe Wells MAL\FOR GOOD Executive Creative Director
Kristina Krkljus MAL\FOR GOOD Creative Director & Art Director
Meredith Karr MAL\FOR GOOD Creative Director & Writer
Jennifer Golub MAL\FOR GOOD Lead Producer
Kimber Bowman Media Arts Lab Lead Planner
Salam Darwaza MAL\FOR GOOD Group Account Director
Chris Hsu MAL\FOR GOOD Management Supervisor
Cris Hanks MAL\FOR GOOD Assistant Account Executive

Entry Summary
The statistics on relationship abuse are staggering. One in three women, and one in four men will experience relationship abuse in his or her lifetimes, and this abuse is often experienced for the first time by young adults, ages 18 to 24. The same young adults who spend more time on social media than any other demographic. In an age so deeply rooted in social media, it has become easier than ever to keep these abusive relationships hidden behind seemingly picture-perfect posts validated by friends’ likes and comments.

Brief Explanation
We created a short film featuring a couple in a progressively worsening relationship and the role social media played in their partnership. Within the film, we subtly infused all 10 warning signs of an unhealthy relationship: Belittling, intensity, jealousy, isolation, deflecting responsibility, sabotage, guilting, manipulation, betrayal and volatility. We then extracted 10 Instagram films dedicated to the warning signs. Each one was posted as a deceptively loving moment but, when people clicked the beautiful image to watch the video, they were met with the ugly truth behind the post.