Belgrade - Confronted by the alarming statistics that domestic violence in Serbia took 11 lives in only the first two months of 2013, and with last year totalling in 29 deaths of women in a domestic environment, Saatchi & Saatchi Belgrade and Fund B92 have decided to take action, shake the public out of the lethargy and put this issue into the focus of Serbian society.
The first phase of the campaign against domestic violence was launched on March 18 with a time-lapse viral video that shows a female victim of domestic violence calling for help. The video entitled "One photo a day in the worst year of my life" quickly spread via social networks and instantly received extensive media coverage. In less than a week, the video hit more than 3 million views on YouTube and caused unprecedented buzz, both locally and globally.
Media outlets from all over the world have been reporting on this cry for help by an anonymous victim of domestic violence, which is in itself a testament of how widespread this problem is. By taking local action, Saatchi & Saatchi Belgrade has managed to uncover the pressing nature of this issue on a global scale and turn an individual call for help into a universal call for action.
The video "One Photo a Day in the Worst Year of My Life" gives a realistic portrayal of how relationship violence can transform its victims' lives. The video begins with photos of a confident, happy woman, but the photos quickly recede into black eyes, cut lips and welts. In the final frame, the girl - beaten to the point that she can only open one eye - holds up a sign that states, "Help me, I don't know if I will survive until tomorrow." Though all injuries were created with stage makeup, the video shows how quickly violence can escalate in a relationship.