WINNER
That Guy
by Stand, for Police Scotland
There are an estimated 10,000 rapes in Scotland each year and only 20% are reported to the police. As such, tackling men’s violence is one of the highest strategic priorities for Police Scotland, and against a cultural backdrop of victim-blaming, it was important for them to educate the public on the real cause of the problem.
So, communications consultancy Stand worked with them on a short film that explores the problematic attitudes surrounding consent. Recent studies have shown that, contrary to popular belief, the majority of men do understand consent but choose instead to ignore it, drawing on a long history of entitlement. The film, titled That Guy, shows how this feeling of entitlement can begin with seemingly 'innocent' behaviour – staring at a girl on the bus or complimenting her – and quickly evolve into something much more sinister (intentionally getting a girl drunk in order to take her home etc). The film’s powerful message is delivered by a small cast of male actors, who articulate the issue through short, emotional monologues.
The judges said: “Well executed film and a poignant message about how sexual violence starts earlier than expected.”
ItStillMatters
by Design102, for Ministry of Justice
In response to a significant spike in reports of sexual and domestic violence during the early stages of the Covid-19 lockdown, the Prime Minister pledged £40 million towards support services for victims. As part of this, the Ministry of Justice commissioned the #ItStillMatters campaign, which encouraged victims and survivors to seek help from specialist support services.
With help from creative design studio Design102, it developed a series of short videos to go out across social media platforms that emphasised the key message that, no matter when you experienced sexual or domestic violence, you can still seek support for it. The videos show atmospheric footage of domestic scenes throughout the decades, evoking memories of a past marred by the impact of abuse, while acknowledging that living with it can be as difficult as talking about it. This approach, both emphatic and subtle in tone, gently nudges survivors in the direction of support.
Social Media and Content
shortlisted