In less than a minute, a powerful PSA released by a Swiss nonprofit reveals the far-reaching effects of domestic abuse.
Frauenzentrale Zürich, a Zurich-based organization that aims to empower women through lobbying and public relations, recently produced a 42-second spot that captures how violence at home affects every family member.
At the outset of the video, a young girl slips on a pair of too-big high heels in an effort to emulate her mom. Her mimicking efforts take a disturbing turn, however, when she begins to apply makeup. The girl doesn’t just copy her mother’s ruby red lips, she also draws shadows around her right eye to share the bruises her mother bears.
Studies show that females who are exposed to domestic violence as kids are more likely to become victims when they grow up. And the chances of men hurting their partners increase three to fourfold if they experience violence as children, compared to men who don't, according to the World Health Organization.
The video closes with the resounding admonishment: “Domestic violence rarely has only one victim. Don’t let it get that far.”
Need help? In the U.S., call 1-800-799-SAFE (7233) for the National Domestic Violence Hotline.