Shocking PSA Might Make You Think Differently About Domestic Violence

How would you react to these two incidents?

Headshot of Tim Nudd

Hidden cameras have been used in various PSA campaigns lately to shed light on how people react in public to distressing situations. Notably, there was the Norwegian stunt where a boy sat freezing without a coat at a bus stop in winter.

Now, from Dare London, we get an interesting look at two scenarios of domestic violence—with hidden cameras recording the stark differences in how people nearby respond to the physical violence happening right in front of them.

The spot, directed by Dark Energy director David Stoddart for domestic violence charity ManKind, is meant to provoke—and have the viewer question his or her assumptions about violence in relationships. So, does it do a good job of that?

Warning: The video contains simulated violence and may be upsetting.

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@nudd Tim Nudd is a former creative editor of Adweek.