For years, domestic violence had been on a steady rise in Serbia. In 2012, every third woman in Serbia was a victim of violence. This is one of most widespread, but veiled problems in society. Our challenge was to break silence and put this issue into public focus.

We came up with the idea to use popular YouTube format in which a person takes one photo every day for a year, but with a shocking twist. The video starts as usual with a smiling woman but soon signs of violence appear. In final frame she holds a sign: “Help me, I do not know if I will survive until tomorrow.”

“One photo a day in the worst year of my life” immediately went viral. In less than a week video hit 3 million views and was featured in top 5 videos on YouTube. Individual cry for help became universal call for action. All local and hundreds of international media published the news and tried to unveil the identity of the mysterious girl. Number of media impressions in the first week exceeded 45 million. Most importantly, media exposed alarming statistics in their own countries, thus raising awareness and starting conversations on a global scale. The campaign resulted in bringing the issue of domestic violence back on the national agenda. Also, two new shelters for women were opened.