#TAMANANSVAR Campaign
Kvinnojouren in Huddinge wanted to spark debate and discussion as well as raise awareness of men’s violence towards women, and shift the focus to perpetrators responsible: the men. Their goal was to get people to ask, “Why did he hit her?” instead of, “Why didn’t she leave?”
TTV Media developed the campaign “#tamansvar” which was launched on International Women’s Day. The campaign consisted of a series of short films released at regular intervals on aftonbladet.se and social media, where they provoked strong reactions and debate.
You should ask, “Why did he hit her?” instead of “Why didn’t she leave?”
In conjunction with BRÅ releasing their annual crime statistics report, a longer film was released that drew attention to this seemingly endless problem.
We also produced a virtual reality film in which the viewer becomes a child living in a family with a violent father. This film has been shared with politicians and drawn a lot of attention.
The #TAMANANSVAR campaign was nominated for the Best Digital Communication award by Sveriges Kommunikatörer in 2022.
Ingemar Falk
Mats Bergendahl
Anna Almgren
Johan Stillman, Pär Floby
Joakim Jarlsén, Pär Floby
By showing violent men in their everyday lives, these films make clear that abusers are ordinary people and ordinary fathers. Meet Oskar, Ville and Klas in these short 15-second clips.
To make politicians and decision makers really understand what it’s like to be a child in a family with a violent father, TTV created a virtual reality experience in which you are the child.
See how politicians reacted to the experience in this short film:
All of us here at TTV are tremendously grateful, happy, and proud of winning VR Production of the Year at the Swedish Learning Awards. It’s one of our most important projects on many levels and truly worthy of recognition.
From the judges:
An unbelievably gripping VR experience in which the user lives through a vulnerable child’s everyday life from the child’s point of view as they experience violence in the family. The production’s VR dimension forges a powerful emotional connection and creates a world that the user cannot leave or control, just like the child’s real life. No one who watches it is unaffected and the experience lingers in the user’s heart and mind long after. This production has tremendous potential to highlight awareness of children’s vulnerability to family violence.