Confronted by alarming statistics on domestic violence in Serbia we created PSA to shake public out of lethargy and put this issue into focus of society.
Idea: Use YouTube’s popular format in which a person takes one photo every day, but with a shocking twist.
In first phase uploader of video could not be verified. This created controversy whether it is an actual victim of abuse or a campaign.
In less than a week, video hit 3 million views and entered top 5 most popular videos on YouTube. It generated tens of thousands of comments and extensive global media coverage.