Domestic violence doesn't take a holiday: "Striking" campaign reminds not all Christmases are merry

Campaign "Silent Night, Violent Night" dramatically depicts domestic violence with symbolism from an uneven fighting match. Finnish domestic violence hotline Nollalinja collaborates with TBWA\Helsinki to bring attention to the issue.

While most of us are preparing for a warm and peaceful holiday season, for many families, domestic violence sadly becomes a growing concern. Finland is the second most dangerous place for women in the European Union. One in three women experiences intimate partner violence in their lifetime. 

The campaign includes a series of powerful images and videos that employ boxing match metaphors to portray the power imbalance and violence that can occur in domestic relationships.

“During the holidays, families gather together, which can lead to conflicts. There are a lot of expectations placed on the holidays, which can turn into disappointments. Alcohol is also consumed more during the holidays than at other times, which can contribute to the escalation of situations”, Suvi Nipuli from the Finnish Institute of Health and Welfare explains.

The campaign's evocative title, "Silent Night, Violent Night," draws parallels between the idyllic Christmas season and the harsh realities of domestic violence. The campaign's tropes of a fighting match and its statistics are used to portray the struggles faced by some families.

“There's a lot of power in metaphors, particularly when it comes to difficult or taboo topics”, Jonathan Fanta, a Senior Creative at TBWA\Helsinki, says. "They can often help us see or understand something we think we know on a deeper level."

The campaign is airing nationwide in Finland throughout the holiday season in print, social media, and radio. Nollalinja is also urging people to visit their website or call their hotline to learn more about domestic violence and how to get help.

"We hope that this campaign will help to shatter the silence surrounding domestic violence and encourage more people to seek help," Fanta adds. "We want to deliver a message to victims of domestic violence: you are not alone, and help is available."