First Steps

A short film for the Ministry of Social and Family Development’s Break the Silence campaign, the rolling effort to give bystanders permission and language to act on suspected family violence. The brief was hard: how do you show the bystander’s role without making the film feel like a public service announcement that people swipe past? We built the piece around a grandmother who decides to bring a pandan cake next door. The intervention is small, specific, not heroic. That was the point. Released as part of the campaign’s rotating creative across MSF’s channels.