No More & The Commonwealth
One of the many devastating impacts of the pandemic in 2020 was the increase in reports of domestic violence around the globe. Those trapped in their homes with abusive partners had nowhere to go. For many, it was a terrifying experience.
Horrified by these reports, I joined a collective from across the advertising industry who wanted to work together to help one domestic violence charity, No More, spread their message. What started as a small pro-bono project soon became part of something much bigger as No More teamed up with The Commonwealth to launch a series of initiatives across its member States.
Our strategy was to create a timeless fable to help spread the message that silence empowers perpetrators of domestic violence, and society has a collective responsibility to take action. We created #JoinTheChorus to encourage everyone to add their voice and call for more to be done to end domestic violence. We secured A-list talent, including FKA Twiggs and Thandwie Newton, to front our campaign, both of whom have spoken of their own personal experience with domestic and sexual violence.
The film was launched in September 2021 at a special UN General Assembly session led by Baroness Scotland, the Secretary General of The Commonwealth.