Assumptions about domestic abuse and who it affects still exist.

Popular culture incorrectly suggests that abuse is only physical and happens to certain women.

However, abuse takes many, often non-physical forms.

Refuge is a UK charity that supports women and their children to escape abuse.

However, Refuge’s awareness is lowering due to cuts to 80% of its services since 2011.

Now more than ever, they need donations to continue their life-saving work.

Refuge has partnered with Picturehouse cinemas to raise awareness of what life is like for a victim and the positive change the charity makes to their lives - using the powerful medium of a national cinema campaign, which will run in all their cinemas across the country.

To compel donations, we leveraged cinematic tropes so audiences experienced first-hand what life's like living with domestic abuse. We immersed people with surround-sound, hearing, never seeing, several forms of abuse.

Domestic abuse doesn’t only affect women in a relationship.

In fact, 90% of domestic abuse in a family home happens in the presence of children.

To demonstrate Refuge’s life-saving work, we used the experience of a child involved in what seems like a game of ‘Hide & Seek’.

Initially we see little Jacob, eyes covered, counting, until sounds suggest otherwise.

We hear doors slam, the controlling voice of Jacob’s father and the desperation of his mother.

As the sounds escalate, we realise Jacob isn’t playing, but is counting to block out the abuse happening around him.

As the abuse reaches its peak, we reveal the stat that inspired this story. We see Jacob and his mum for the first time, now playing safe in a Refuge help centre.

The relief we experience encapsulates the same relief the charity provides to women and children every single day.