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17 November 2021

Connection issues.

by Syd Briscoe

Refuge: “Abuse is Getting Smarter” - 40s

While this sleek commercial for domestic abuse charity Refuge may initially appear to promote the latest smartphone tech, it's actually a hard-hitting reminder that constant connection can be a dangerous prospect for some. Rather than comforted by the ability to always get in touch, those vulnerable to abuse may find their digital worlds used as a tool against them by their abuser.

It's a smart way to draw attention to a severe problem, particularly after many people have spent the past several lockdowns trapped in the house with the source of their distress. The nature of abuse has changed during the charity's fifty years in existence, and this atmospheric film shows that they're still working hard to keep up with the times and keep people safe from harm.

Creative Agency: Bartle Bogle Hegarty Ⓟ Ⓦ
Creative: Jennifer Ashton / Oliver Short / Kimberley Gill / Joakim Borgström / Helen Rhodes
Director: Optical Arts
Audio Producer: Molly Butcher @ Grand Central Ⓟ Ⓦ
Music Supervision: Grand Central Ⓟ Ⓦ
Composer: Markus ffitch Ⓦ

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