Women’s aid / cut - Keira Knightley

CUT was originally intended to be a long format TV and cinema ad, to raise awareness for Women's Aid and to generate donations, however it turned into a media frenzy when advertising approval body Clearcast deemed it too violent both before and after the watershed. We and Women's Aid consequently refused to remove the final "offending" scene and used the PR to leverage an online campaign. The film reached half a million views in six days, and appeared in it's entirety on Oprah. The campaign generated a 33% increase in awareness and doubled donations to Women's Aid. A bonus was that since it went viral it is estimated that the campaign had a significant rub off on foreign domestic abuse charities as well, increasing donations by as much as 20% across Europe and America, (During the campaign period and the airing on Oprah).

60 second cinema