The most dangerous place for a woman is in her own home.
That staggering, deeply disturbing statistic formed the core insight of a campaign created by Arnold Worldwide and HELO to raise awareness about domestic violence. The campaign, supported by Santander Bank in partnership with the NCADV (National Coalition Against Domestic Violence), worked to both raise awareness of the issue and provide tangible support to address the number one reason women don’t leave abusive relationships — lack of financial independence.
This gripping, emotionally moving immersive experience combining audio gathered from interviews with real survivors of domestic abuse with a maze-like installation set in a 1600 sq ft house built at the heart of the Oculus in NYC’s financial district.
The house, from the outside an iconic representation of the American “home,” appeared overnight in the arcade of the Oculus.
Open to the public, the experience took participants one-by-one through the front door of the house into an interior that stripped away the pretense of the idyllic family home to reveal the complicated, multi-layered, and life and death struggle of someone caught in a cycle of domestic abuse.
The experience culminated with each participant having the opportunity to meet with a domestic abuse counselor to help them process and integrate the emotionally charged experience they had just completed.
POE GLOBALS ROLE:
Experiential Producer
AWARDS:
This work won the D&AD Yellow Pencil ("Creative Excellence") for Spatial Design and Installation Design and was shortlisted in three other categories, won the Association of Independent Commercial Producers (AICP) Next Award in the Experiential category, won three awards for Merit in Storytelling, Art Direction and Installations at the One Show, in addition to winning two Advertising Producers Association (APA) Ideas Awards in the UK: Best Experiential Project and Best Use of Technology for Good. The work in archives in the Department of Film at the Museum of Modern Art in New York City.
