Most campaigns addressing violence against women focus on consequences that remain visible from the outside. The latest initiative by Unizon and NORD Stockholm takes the opposite approach, entering a space that should represent protection, peace and a new beginning.
Created for Mother’s Day in Sweden, the campaign from the organisation that brings together a network of women’s shelters and support centres tells the story of intimate partner violence through the perspective of an unborn child. Through a visual journey inside the womb, viewers gradually experience how fear and tension from the outside world seep into a space traditionally associated with safety and care.
The creative team deliberately avoided explicit depictions of violence. Instead, the campaign relies on sound design and atmosphere to build emotional intensity, while AI-generated visuals provide the backdrop for a story that becomes increasingly darker as it unfolds.
“When we learned that violence against women often escalates during pregnancy, we knew this was a story that needed to be told. Because it is such a sensitive subject, we looked for a way to evoke strong emotions without directly showing violence,” said Sara Kalin and Tobias Frelén of NORD Stockholm.
Pogledajte ovu objavu na Instagramu.
The campaign is rooted not only in individual stories but also in data that points to a broader issue. According to information reported by Aftonbladet, at least 13 pregnant women or women who had recently given birth have been killed by their partners in Sweden over the past decade.
At the same time, access to support services has become increasingly limited. Following legislative changes regulating protected accommodation for women affected by violence, 37 women’s shelters have closed over the past two years, including 17 that were part of the Unizon network.
The campaign also raises questions about the role of the healthcare system in identifying violence at an early stage. According to Little Black Book, citing data from healthcare publication Vårdfokus, only six out of ten pregnant women are asked about potential experiences of violence during medical check-ups, despite national guidelines recommending that all pregnant women be screened.
For Olga Persson, president of Unizon, the campaign is not only about raising awareness but also about reminding women that support is available.
“We want to show that violence against women does not stop during what should be one of the safest periods of life. We also want to remind everyone experiencing violence that they are not alone and that help is always available,” said Persson.
The campaign runs across film, print, digital screens, radio, social media and podcast content, aiming to bring the issue of violence during pregnancy out of the private sphere and place it where it belongs – at the centre of public discussion.
