Day 11: Women’s Aid, United Kingdom

Day 11: Women’s Aid, United Kingdom

Women’s Aid is a domestic violence charity that helps up to 250,000 women and children each year through their advocacy efforts, prevention programs, and direct services to support women and children experiencing domestic violence.

In an effort to highlight the issue of violence against women, Women’s Aid worked with Keira Knightly to produce a PSA called “CUT the Movie.” The PSA depicts a young actress suffering a brutal assault. The video concludes by posing the question: Isn’t it time someone called cut? The PSA was shown in cinemas, on television, and online. The video PSA is part of the organization’s ACT Celebrity campaign to raise awareness of domestic abuse and to facilitate a dialogue about the issue.

Within six days of its launch, the PSA received over half a million hits on YouTube and the “CUT the Movie” website. Keira is passionate about spreading the word about domestic violence, and donated her time to participate in the PSA. "I wanted to take part in this...because while domestic violence exists in every section of society, we rarely hear about it,” she said. “We may not think we know someone who has experienced domestic violence, but this does not mean that it is not happening.”

Learn more about Women’s Aid at: To view other engaging communications material from organizations like Women’s Aid, visit the Communications X-Change.

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