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2020 One Show - Public Relations

In Someone Else's Shoes

Agency Arnold Worldwide / Boston

Client Santander Bank
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Annual ID

OS_PR20_035M

About the Work

Domestic violence affects one in every four women. Recent studies revealed the most dangerous place in the world for a woman, is the home. Yet awareness is low, and sympathy is even lower – leaving most to ask, “Why don’t they just leave?” It’s not that simple. Finances are the number one reason why victims can’t escape abusive homes. Santander Bank believed they could help. So, they created In Someone Else’s Shoes, a micro-lending and financial-literacy program designed to help women reclaim their financial freedom, and their lives. To raise awareness around the program, Santander built “The Home,” a 1200sq-ft immersive experience in the heart of NYC’s financial district. Influenced by real survivor interviews, the house and the audio journey through it were designed to give the public a new perspective on what living in an abusive home is like, and why it’s not that easy to “just leave.”