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Missing Link Films & JWT London launch campaign for UN Women UK

27 November 2017

Missing Link Films & JWT London have launched a campaign UN Women UK, #drawaline to help end violence against women. Directed by Alicia MacDonald, the film highlights the harrowing statistics, and features Benedict Cumberbatch, Billie Piper, Alastair Stewart, Deliciously Ella, Joanne Froggatt, Beverley Knight as well as influencers and women’s rights campaigner, Phoebe Tansley.

UN Women UKUN Women UK

As #metoo and its spin offs reverberate through social and other media, both women and men are finding the strength to confront past and present attackers. Despite this, violence against women and girls often remains hidden in plain sight – in the media, in popular culture, in the street and in homes. Violence is a line that should never be crossed, yet it still affects 1 in 4 women in the UK, and up to 70% in some parts of the world.

Women aged 15-44 are more at risk from rape and domestic violence than from cancer, car accidents, war and malaria. UN Women works to end violence at every level, from international policy and legal lobbying, to survivor treatment in conflict zones and refugee camps, and education and prevention. In the UK, 2 women die every week from intimate partner violence, and around the world 1 in 3 girls’ first experience is rape. We will #drawaline to give these women a voice and a platform.

Alicia MacDonald has been directing for less than two years but has already amassed many industry awards including Best New Director at the Kinsale Shark Awards 2017 and featured in New Directors Showcase Cannes Lions 2017. She said "It’s been a humbling and sobering experience but also inspiring to hear the stories from survivors like Phoebe Tansley, who are helping spread awareness of the problem. It’s an honour to be involved in something that I’ve been passionate about for so long and I really hope that this helps make a difference.”

Ben Link, MD of Missing Link Films, says “It’s all of our responsibility to take action against the despicable levels of abuse that goes on. Really proud to have been part of this project, my eyes have certainly been opened. I’d like to thank everyone who has donated their time and services to making this film and campaign."

To view more of Alicia's recent work click here:


Client: UN Women UK
Brief: Raise awareness of and help end Violence against women and girls (VAWG)
Creative agency: J Walter Thompson London
Executive creative director: Lucas Peon
Creative director: Jason Berry
Senior creatives: Juliet McLaren & Courtney Dow
Producer: Charlotte Jude
Planners: Rachel Pashley, Megan Van Someren, Marina Lindysay-Brown & Eleanor Metcalf
Senior account director: Mini Sinha
Project manager: Katie Oldfield
Media agency: MediaCom
Production company: Missing Link Films
Director: Alicia MacDonald
Director of photography: Catherine Goldschmidt
Photographer: Fiona Bailey
Production company producer: Ben Link
Executive producer: Heather Link
Editor: Lizzy Graham at Marshall Street Editors
Sound: Mike Bovill at 750mph
Post production: The Mill
Colourist: James Bamford
Post producer: Ian Berry

Contact Name
Heather Link