Day One's Sunshine PSA Sheds Light on Emotional and Mental Abuse

 - Feb 14, 2018
References: vimeo & adweek
Day One's 'Sunshine' PSA seeks to fight insidious forms of abuse in teen relationships. The short film-styled PSA was created by BBDO New York and Day One. Day One is a nonprofit organization dedicated to combating sexual abuse and supporting its victims. This particular ad focuses on emotional and verbal abuse, as well as the impact it can have on its victims. The PSA uses juxtaposing music, surreal elements and striking color schemes to achieve this, and manages to truly instill a sense of uneasiness and empathy.

The story behind the Sunshine PSA has viewers follow a teenage girl as she begins an emotional journey through a relationship. Visuals and colors are used amazingly in this piece, as the colorful design scheme is juxtaposed by dark shadows as the relationship becomes more and more abusive. Throughout the video, the classic song 'Walkin’ on Sunshine' by Katrina and the Waves plays in the background and creates a bold contrast to the story playing out in the PSA.

Day One hopes that this PSA will educate and help people in abusive relationships, as well as raise awareness to the reality of emotional abuse.