SANTANDER IN HER OWN SHOES

Domestic violence is an issue that often hides in plain sight and is widely misunderstood. Contrary to common belief, many women do not leave abusive relationships solely due to physical violence; financial constraints are a significant factor.

To bring attention to this and other critical aspects of domestic violence, the National Coalition Against Domestic Violence (NCADV) collaborated with Santander to create "In Her Own Shoes." This multi-room installation was located at Ground Zero in New York, inside the Oculus transit center.

Additionally, Santander provided microloans and financial education to survivors of domestic violence. These resources aimed to help survivors regain financial stability and empowerment, essential for taking back control of their lives.

The installation itself, spanning 1,600 square feet, was designed to resemble a house. It was filled with artifacts and elements inspired by extensive interviews with domestic abuse survivors from across the nation. The interviews were intricately woven into an audio journey, immersing participants in the experiences and mindsets of the survivors. The experience concluded in rooms staffed by professional counselors, offering opportunities for further discussion and counseling.

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Brand: Santander
Agency: Arnold
Production Company: HELO
Creative Direction: Annie Saunders