Hide and Seek - Refuge | Clapboard Ad Archive

Hide and Seek is a 2019 campaign from Refuge, crafted by BBH, that confronts the hidden reality of domestic abuse in family homes across the United Kingdom through a film that uses the metaphor of a children’s game to symbolize the pervasive yet unseen trauma experienced by children witnessing abuse. By leveraging what Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem—the campaign avoids graphic depictions and instead uses the act of hiding as an analogy for how domestic violence remains concealed within households, especially from the perspective of vulnerable children, highlighting the staggering statistic that 90% of domestic abuse occurs in their presence. This creative choice makes the subject accessible without diminishing its gravity, fostering emotional resonance and empathy without resorting to explicit imagery. The campaign’s partnership with Picturehouse cinemas extends its reach, positioning Refuge not just as a charity but as a leading advocate for survivors seeking safety and support. The film calls viewers to action by encouraging donations via text, providing a tangible way to support Refuge’s life-saving interventions. The campaign’s focus on a social issue within the public service market category is underscored by its concise yet impactful storytelling, aligning with Refuge’s mission to protect and rebuild lives affected by domestic violence. The campaign earns 70/100 in Clapboard’s global creative archive. Hide and Seek matters to the industry because it demonstrates how sensitive social issues can be communicated powerfully through symbolic storytelling that engages audiences emotionally and mobilizes public support without relying on explicit content or shock tactics.