KNOW Violence

Know Violence | Changing Perspectives, Ensuring Safety

In Cambridgeshire, a staggering 79% of women and girls reported feeling unsafe due to misogynistic and degrading behaviours from men in public spaces. We produced a hard-hitting awareness film that followed the daily experiences of a young woman in Cambridge, capturing various interactions with men in public spaces that many women find distressing.

Challenge

In Cambridgeshire, a staggering 79% of women and girls reported feeling unsafe due to misogynistic and degrading behaviours from men in public spaces. The ‘KNOW Violence Against Women’ campaign was launched with a critical mission: to raise awareness among men about such behaviors, including sexual harassment, and to drive a transformative change in their attitudes and actions.

Solution

We produced a hard-hitting awareness film that followed the daily experiences of a young woman in Cambridge, capturing various interactions with men in public spaces that many women find distressing. The narrative, rooted in real-life accounts, was designed to be a powerful representation of the cumulative impact these encounters can have, leaving the protagonist—and by extension, the audience—feeling isolated and overwhelmed. The film’s objective was to enlighten men on the profound effects that even seemingly innocuous flirtatious behaviours can have on women.

Reaction

The film became the centrepiece of the Know Violence campaign, igniting widespread online debate. It resonated deeply with women in Cambridgeshire, many of whom expressed a profound sense of validation and recognition. The campaign’s success was marked by its ability to foster empathy and understanding, contributing to a safer environment for women and girls in the community.

Results so far

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