National Domestic Violence Hotline - It Rarely Stops (2011)
Domestic violence is an epidemic. Each year, women experience about 4.8 million intimate partner related physical assaults. Research shows one in every four women will experience domestic violence in her lifetime. Every 9 seconds in the US a women is assaulted or beaten. Most often these assaults are not isolated but instead continue and every day in the US more than three women are murdered by their husbands or boyfriends.
Disclosing victimization experiences is a necessary first step for victims to be able to obtain the resources and services they need. However, according to research findings, most domestic violence incidents are never reported.
The National Domestic Violence Hotline provides 24-hour support to people affected by domestic violence, including advocacy, safety planning, crisis intervention and referral.
In 2010, Y&R Chicago worked pro bono to create a public service announcement (PSA) to raise awareness about the hotline service.
The video shows a victim of domestic violence attempting to cover up her wounds, only to see fresh bruises appear for every one that she hides. The video speaks to the silence in which victims suffer and demonstrates that domestic violence is a cycle that rarely stops.
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