UN Women
Building Awareness Around Domestic Abuse During the Pandemic
In the wake of COVID-19, domestic violence was surging so UN Women and McCann Craft joined forces and tasked ITB to cast and secure a global name to be the voice of a PSA film in order to educate and urge people to support women in need of help.
Securing a Philanthropic A-List Celebrity to be the Voice of a PSA on the #ShadowPandemic
ITB secured the Academy Award-winning actor Kate Winslet and champion of many humanitarian causes, to narrate and bring to the forefront the issue of the “The Shadow Pandemic” in a public service announcement. The sixty-second film highlights the alarming upsurge in domestic violence with key stats during COVID-19 to raise alarm and deliver a vital message urging people to act to support women if they know or suspect someone is experiencing violence.
Global Recognition
Aided by the star power of Kate Winslet’s voice and name, the #Shadow Pandemic PSA had a significant impact, particularly as it relied heavily on organic pick-up from media, social media and PR. It was viewed over 5 million times globally, distributed in over 20 countries, translated into more than 10 languages and the hashtag was used by over 22 million unique users.