After recording a VO with Olivia Coleman, I mentioned I was writing for Women’s Aid and she said “I’ll do it” without even seeing a script.

Our idea was to play the sounds of domestic violence and tell listeners that they’d continue until someone called to complain. Horrible sounds that, just as in real life, would only stop if someone made a call.

Ads on LBC featured the sounds of violence against a woman getting progressively worse.

A VO explained that, while the sounds are distressing, they would continue until enough listeners call the radio station to stop them. ‘Just as in real life, making a call can make it stop’.

The 2nd & 3rd ads are at: https://www.dandad.org/awards/professional/2013/direct/19646/womens-aid-campaign/

Enough people called after three ads to stop it, and the response led LBC to dedicate the next morning’s show to a domestic violence phone-in and interview with Women’s Aid’s CEO.

Directed by Dominic savage.

Creatives: Martin Loraine & Steve Jones

CDs: Martin Loraine & Steve Jones