Keira Knightley Women's Aid ad censored for TV 2

Fundraising | Celina Ribeiro | 14 May 2009

Women’s Aid’s controversial domestic violence advert starring Keira Knightley is to be censored by Ofcom before it is allowed to be broadcast on television because it is too violent.

The charity is meeting with its advertising agency this afternoon, Wednesday 29 April, to discuss what issues Clearcast, the censor, has with the advertisement, titled ‘The Cut’. It features actor Keira Knightley being kicked and slapped by her partner.

It is understood that the advertisement will not be able to be aired in its present form. Precise details as to what changes Clearcast have requested be made are not yet available. Women’s Aid was not willing to discuss the matter with the media before the meeting with its ad agency.

‘The Cut’, directed by award-winning director Joe Wright, was first aired early this month at which point it was planned to be released only in cinemas. The decision to take the advertisement, which features a £2-a-month donation request, onto television appears to have been made following the cinema and online release.

The Advertising Standards Authority reported that it has received two complaints about ‘The Cut’, but that the complaints came not from people who had seen the advert itself, but had read news stories about its content. As a result the ASA did not have the jurisdiction to rule on the complaints.

Chris Hirst, managing director of Women’s Aid’s advertising agency Grey London, said: “The reason we are still in conversation with Clearcast about it is because they believe it is too violent.

“Part of the point of the campaign is to raise awareness about domestic violence and spark debate, which the advert has done, even if it doesn't make it onto TV.”

Before the advertisement’s launch this month, Women’s Aid head of fundraising and communications Lucy Brown told PF that while forceful, the advert had been received well in testing. “I don’t think anyone has said it is unnecessarily brutal or violent,” she said. “Everyone thought it was a strong message done very, very well.”

Directory: Women's Aid
Who's Who: Celina Ribeiro

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Colin Archer
4 May 2009

This is incredible. Every night on almost any TV channel, violence, some very serious, is broadcast. Any censoring of this advert is hypocritical and unjustified.

[Reply]

Ell
29 Apr 2009

I find it frustrating and worrying that any agency would consider the level of violence demonstrated in this ad as more harmful or concerning than the unbelievable amount of violent behaviour one can see in various incarnations on television.

The questions are: why is it considered even remotely unacceptable to demonstrate the reality of what life might be like for victims of domestic violence? Who is it that is uncomfortable with this viewing, and why?

Clearcast should grow up and take a stand.

[Reply]

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