Women’s Aid TV ad

[Whatdoyoudowhendemocracyfails]

Interested to hear others’ views on the new Women’s Aid TV ad that has just cropped up on my TV.

A woman in a car park with her son in the car - voiceover of her explaining where she’s been, she’s obviously lying.

Cut to her in the kitchen, trembling in fear with a menacing male-looking figure behind her.

Tagline - something like, for lots of women home isn’t a safe place.

Now I applaud the intent, of challenging the “safe at home” trope - but surely showing a terrified woman will be upsetting for people who have experienced abuse?

In the 70s the Zero Tolerance Project in Scotland ran a truly groundbreaking DV campaign with no photos of violence - just everyday portraits of women and children. Sad that once again we seem to have gone backwards.

I disagree, I think it's really effective. We see the contrast between this happy woman and child and how she is back at home. How she practices her excuses for staying out to have precious time with her son.

Yes, I think it's affective to too. This could happen to many of us. Men without a direction taking it out on women.

"it will be upsetting for those who have experienced abuse"

What do you expect Women's Aid to do?

Show you puppies playing with toilet roll to advertise their brand as being one that sorts out your shit?

You need to hit home on these issues. Particularly now, 3 women a week in the UK are being murdered since the pandemic broke. It was 2 a week "normally".

Being a snowflake is not really helpful right now.

^being murdered by their intimate partner more specifically, not just murdered generally where the numbers are higher.

17 years ago I fled from my abusive partner after years of violence. I left that night without any of my possessions, for fear of my life. Yes, these adverts give me a chill but I think they have the right tone/ are hard hitting enough without being over the top. I do not have a problem with them and agree that they need to have a certain level of menace to them to really get the message across.

@Gcnq

"it will be upsetting for those who have experienced abuse"

What do you expect Women's Aid to do?

Show you puppies playing with toilet roll to advertise their brand as being one that sorts out your shit?

You need to hit home on these issues. Particularly now, 3 women a week in the UK are being murdered since the pandemic broke. It was 2 a week "normally".

Being a snowflake is not really helpful right now.

They could follow the example of Zero Tolerance that I mentioned in my post and raise awareness of violence without depicting it. But you were so desperate to get stuck in with the insults you clearly didn’t read to the end of my post. So you can get in the sea.

@EssexLioness

17 years ago I fled from my abusive partner after years of violence. I left that night without any of my possessions, for fear of my life. Yes, these adverts give me a chill but I think they have the right tone/ are hard hitting enough without being over the top. I do not have a problem with them and agree that they need to have a certain level of menace to them to really get the message across.

Thanks, Essex. I’m sorry you’ve experienced that but thank you for sharing your view of the ads as a survivor. If you think they are effective without being OTT I’ll unclench about them.

Thanks @Whatdoyoudowhendemocracyfails, I don’t think you need to ‘unclench’ as your concerns are valid and I obviously don’t speak for everyone in similar situations. I had a lot of counselling that helped me but before that I think these ads would have triggered me to experience flashbacks, nightmares etc as I was in a really bad place, But then again, I’m not sure that would be a reason not to show them either. But I fully understand your concern is to avoid women like me having these sort of awful reactions and that is kind of you

I've seen the ad as well and all I could think was well done to Woman's Aid for doing it as DV increased during lockdown massively.
I am a survivor myself,managed to finally leave after 18 years of abuse.
It did not upset me,after my experience with DV I just hope more women will find their way to safety alive.

The stay home message has given all the idea home is safe. It's isn't for many.

We all need that reminder so that we can all be mindful of anyone who might be at risk.

I survived DA. It was mostly mental abuse, not physical, but I remember well the feeling of dread in my stomach when I was returning home. Which man would I see at home today?

I know exactly what you mean, Wrongside.

I like to see hard-hitting adverts on these topics to get people's attention. I find it empowering to have the situation named. I'm more bothered by the inevitable raped/murdered woman trope used as entertainment in drama.

But obviously others may feel differently and find them very difficult to watch.

@Wrongsideofhistorymyarse

I survived DA. It was mostly mental abuse, not physical, but I remember well the feeling of dread in my stomach when I was returning home. Which man would I see at home today?

100%.

@Wrongsideofhistorymyarse completely relate to that! Although my ex was an alcoholic so it was the turning of his key in the lock as he came home. How drunk would he be? Would I be safe that night? Horrible feeling and my life would be so different now if I was trapped in lockdown with a violent alcoholic. I feel so much for women who are living that reality right now 😔

@EssexLioness mine too. Hugs x

A local refuge has just put out an ad that is nothing more than one line handwritten by one of the women whose life they saved one night. It's one hell of a strong message and it's caught a lot of local interest. I think sometimes people don't really take on board how many women are in serious and imminent danger of being killed at the point they leave, and while refuges are fighting for funding and support they need to be explicit.

@MichelleofzeResistance

A local refuge has just put out an ad that is nothing more than one line handwritten by one of the women whose life they saved one night. It's one hell of a strong message and it's caught a lot of local interest. I think sometimes people don't really take on board how many women are in serious and imminent danger of being killed at the point they leave, and while refuges are fighting for funding and support they need to be explicit.

That sounds a really creative approach.

I agree that people just don’t understand the numbers. Things like the Counting Dead Women project help. And it sounds like another family annhilator has killed 2 women in Kilmarnock, though it’s not confirmed. We have to be able to talk about male violence.

I’m glad people think the ad is proportionate. I hope it does some good.