Politie Leuven

When home becomes unsafe, clarity can save lives.

‍Domestic violence is one of the hardest things to talk about—let alone take action on. But silence can be deadly. That’s why the Federal Police launched a national campaign to reach those living in or around domestic conflict. Our mission? Make complex, painful situations easier to understand—and easier to act on.

From confusion to clarity, in real life

‍We started with dozens of interviews—survivors, offenders, neighbors, frontline workers—and one insight came back every time: when violence enters a home, confusion is often the first to arrive and the last to leave. So that became our creative anchor.

We developed a series of short, clear explainers and emotional ads based on real-life scenarios:
💬 What if you hear shouting next door?
💬 What if it’s happening in your own home?
💬 What if you are the problem?

Content that breaks the silence

The campaign spanned multiple touchpoints: social video, visual ads, a dedicated landing page, and accessible scripts that made it easier for anyone—child, parent, or neighbor—to understand their options. The tone? Calm. Clear. Non-judgmental. Everything was designed to help people feel less alone—and more in control.

Clarity as a public service

‍This wasn’t about moral high ground. It was about structure in chaos.By focusing on clarity, we created tools that could reach those on both sides of the door—those enduring violence, and those struggling with their own behavior. Because when people know what to do, they’re one step closer to doing it.

‍