Breaking the Silence on Strangulation Violence
Strangulation violence is among the most lethal forms of intimate partner violence, yet it has received limited public attention in Denmark. Research shows that half of all women in crisis centres have experienced it. Many do not recognise it as violence, partly because gaslighting is a deliberate part of the abuse, and partly because strangulation itself causes memory loss. For Danner, a humanitarian and feminist organisation fighting violence against women and children since 1980, the challenge was a precise one: reach women at the moment of doubt and give them enough clarity to seek help.
The strategic insight driving the campaign was that the most effective way to expose strangulation violence is to surface the mechanism that conceals it. By placing the perpetrator's dismissals directly against the victim's medical reality, the campaign made the violence undeniable to the people most likely to be denying it. Strangulation increases the risk of homicide by over 700%. The creative framework "Han sagde…" made that number land. It was not a tagline but the structural logic of the entire campaign, determining how every message, visual and channel worked together. The throat became the visual anchor across outdoor, press and social formats: a symbol of vulnerability and harm that communicated the subject without graphic imagery.
The campaign launched in September 2025 and ran nationwide. We handled both the creative development and production, supported by Spar Nord Fonden.
