ManKind Initiative

40% of all domestic violence victims are male. However, male victims are often overlooked.

Which made the message simple: Violence is violence, no matter who it’s aimed at. I filmed a social experiment to see if the public agrees, by testing how they react to a man hitting a woman, and vice versa.

The film currently has over 12 million views, with £0 media spend. And in one shot, you can see me in the background hitting on a man trying to have his lunch.

British Arrows // Gold // Best New Creative Team
British Arrows // Silver // Charity
British Arrows // Bronze // Public Service Advertising
Cannes Lions // Shortlist // Film Craft
D&AD // Wood // Tactical Film
Lovie Awards // Silver // Film
Webbys // Shortlisted // Public Service & Activism
Campaign Big // Shortlist // Film
Creativity // Editor’s Pick
Campaign // Pick of the week

A simple fable, clearly told, and it makes its point with great power. The Cinderella moment is the super at the end: 40% of domestic violence is suffered by men. Ask me next year and I bet you I’ll still remember that statistic.” - Tham Khai Meng, Worldwide CCO, Ogilvy & Mather
Why does one laugh when a girl hits a guy but is completely shocked when a guy hits a girl? Size? Strength? History of violence? I don’t have the answers — nor the space here to go on — but, fuck, a 30-second film hits your brain cells with lots of stimulating questions.” - Icaro Doria, CCO, DDB New York
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