Toronto-based Interval House is Canada’s first centre for abused women and children. To celebrate their 40th anniversary, the organization summoned Toronto agency UNION to create an ad to highlight how abuse nowadays goes beyond the home and is streamlined via our smartphones. The ad, titled “Phone Demo” looks and feels like an Apple iPhone ad spot, but eventually the ending brings about a powerful message.

Lesley Ackrill, executive co-director of resource development, communications and human resources at Interval House says:

“People think the issue of abuse against women is done, it’s handled,”

“They think mostly of the violence, the physical violence. What they don’t understand is that as new technologies develop, there are new ways to exert power and control over women. It’s an issue that continues.”

Check it out below and tell me what you think: