Arnold, Santander Bank Heighten Awareness of Domestic Violence and Related Financial Abuse 


Robert Goldrich
Wednesday, Oct. 9, 2019


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This spot is part of a larger Santander bank campaign created by ad agency Arnold that addresses domestic violence, an issue that affects 1 in 4 women and 1 in 10 men in the U.S. Last week over two days at The Oculus at World Trade Center, Santander hosted an immersive and interactive experience to peel back the layers and complications of domestic violence financial abuse.

October is Domestic Violence Awareness Month, and Santander’s campaign shows how the abusers often use financial manipulation to keep their victims from leaving. Lack of economic dependency is a prime reason why the abused don’t flee a violent household.

In this piece, directed by Annie Saunders of Helo for Arnold, we see that the home can be the most dangerous place for an abuse victim. But as we see a woman get in her car, she cannot go through with her escape from violence upon realizing that she has no access to a bank account, doesn’t even have a credit card with her name on it, and will have to quit her job because her abusive husband knows where she works.

A parting super notes that Santander is working with abuse victims so that they can regain their financial independence.


Client Santander Bank Agency Arnold Icaro Doria, chief creative officer; James Bray, executive creative director; Gui Racz, creative director, art; Lucas De Oliveira, creative director, copy; Rafael Beretta, associate creative director, art; Vinicius Fernandes, associate creative director, copy; Brunno Gomes Garcia Cortez, sr. art director; Mackenzie Hart, jr. copywriter; Zamile Vilakazi, EVP, head of integrated production; Leelee Groome, integrated producer; Peter Ryan, digital producer. Production Helo  Annie Saunders, director; Justin Moore-Lewy, founder/exec producer; James Okumura, exec producer; Megan Kingery, experiential producer.

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