HELSINKI, FINLAND — Finland is the second most dangerous place for women in the European Union where one in three women experiences intimate partner violence in their lifetime. Coinciding with the 2023 Holidays, Finnish domestic violence hotline Nollalinja collaborated with TBWA\Helsinki to bring attention to the issue.
Titled “Silent Night, Violent Night,” the campaign includes a series of powerful images and videos that employ boxing match metaphors to portray the power imbalance and violence that can occur in domestic relationships.
“During the holidays, families gather together, which can lead to conflicts. There are a lot of expectations placed on the holidays, which can turn into disappointments. Alcohol is also consumed more during the holidays than at other times, which can contribute to the escalation of situations,” Suvi Nipuli from the Finnish Institute of Health and Welfare explained.
The campaign’s title, “Silent Night, Violent Night,” draws parallels between the idyllic Christmas season and the harsh realities of domestic violence. The campaign’s tropes of a fighting match and its statistics are used to portray the struggles faced by some families.
“There’s a lot of power in metaphors, particularly when it comes to difficult or taboo topics”, Jonathan Fanta, Senior Creative at TBWA\Helsinki, said. “They can often help us see or understand something we think we know on a deeper level.”
The campaign is airing nationwide in Finland throughout the holiday season in print, social media, and radio. Nollalinja is also urging people to visit their website or call their hotline to learn more about domestic violence and how to get help.
“We hope that this campaign will help to shatter the silence surrounding domestic violence and encourage more people to seek help,” Jonathan added. “We want to deliver a message to victims of domestic violence: you are not alone, and help is available.”
CREDITS:
Agency: Tbwa\Helsinki
Creative Director: Joni Furstenborg
Copywriter: Jonathan Fanta
Art Director: Jukka Mannio
Account Director: Roosa Rudkiewicz
Designer: Sari Sälemaa
PR lead: Jukka-Pekka Paajanen
Client: Nollalinja / Finnish Institute of Health and Welfare Development manager, Suvi Nipuli
Communications Specialist, Taija Huhtala
Other partners:
Photographer: Tuukka Koski, FlcHelsinki
Humina
LSB
JcDecaux
Bauer Media
Alma Media
