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#ViolenceIsViolence

Award: Wood Pencil

Wood Pencil / Branded Film Content & Entertainment / Tactical Branded Film Content & Entertainment / 2015

When Jay Z was physically attacked by his sister-in-law Solange in May 2014, the story trended for two days straight, and amused much of the internet. ManKind Initiative, a domestic abuse charity, sought to challenge this view. Along with Dare, they set up a controlled experiment to test public reaction to two scenarios. In the first, a man attacks a woman, and is swiftly reprimanded by members of the public. In the second, a woman attacks a man, as onlookers point and laugh. Produced within five days to take advantage of the news cycle, just hours after the video's launch the hashtag #ViolenceIsViolence sparked an international debate. With over twelve million views, the video saw a 200% increase in donations.

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