Focus on domestic violence for Mary Foundation – Break the Silence
The challenge
The Mary Foundation faced a challenge in raising awareness about domestic violence in Greenland, a sensitive topic that was rarely discussed openly. There was a significant need for a communication solution that could convey the message in an educational and understandable way without being off-putting or judgmental. The Mary Foundation wanted to break the silence and reach the population, especially the most vulnerable, but was unsure how to do so most effectively.
Proposed solution
Our team proposed creating an animated film that tells a compelling story about a woman named Aia, who experiences domestic violence from her husband, Hans. The film portrays Aia’s internal struggle, where she blames herself for the abuse and fears speaking out. Through the narrative, we also see their daughter, Malia, who is indirectly affected by the violence. At a critical moment, Aia seeks help from a social worker named Uka, representing hope and a path to support. Animated visuals were chosen to make the subject more accessible and empathetic, allowing it to reach both young people and adults in an engaging, non-confrontational way. The gripping story aimed to raise awareness of the issue within the Greenlandic population.
