The beginning of the end of domestic violence

The lockdown caused by the Covid-19 pandemic led to a sharp increase in incidents of domestic violence worldwide, though the true number of cases is unknown, with many going unreported. 

Most victims feel powerless and ashamed, while also blaming themselves and staying in abusive relationships out of fear. In order to draw attention to this, and to help those affected in taking their first step towards leaving a abusive relationship, director Marko Roth has joined forces with the Hamburg-based production company Simon & Paul, and Senior Copywriter and Creative Director Vicky Jacob-Ebbinghaus to create a campaign.

The campaign consists of the landing page, The Beginning, a simply designed website which serves as a first point of contact whereby those affected can enter the country they live in and be shown a regional help number. Accompanying the site is the above spot called In the Beginning.

The film portrays the beginning and possible end of an abusive relationship and shows the contrast between a seemingly perfect world and the harsh reality. The campaigns focus is not on the perpetrators but on those affected, and shows that everyone in the world can be helped with professional support, however difficult it may seem.