Lots of discussions are taking place on social networks regarding the portrayal of women, and their role in society. We are also towards the end of 16 Days of Activism for No Violence Against Women and Children.

The latest Mavericks ad campaign, Foschini t-shirts being pulled, and the inappropriate jokes via Durex’s Twitter feed are but a few examples.

Regardless of your personal opinions, this advert for People Opposing Women Abuse (POWA) by Ogilvy Johannesburg gives the issue a different perspective and is essential viewing.

Here’s the background story:

On the 9th of May last year we set up an experiment in a townhouse complex in Johannesburg. The first night we got someone to play a drum kit very loudly. Hidden cameras reveal several people in the complex knocking on this guy’s front door to complain about the noise. The second night we played an audio track (equally loud) of a domestic fight. In it, you can clearly hear the man physically assaulting the woman.”

To find out how many of the complex neighbours came to knock on the front door this time round, have a look at the video below: