Music

The powerful message behind this pop music video will bring you to tears

It’s a beautiful thing whenever artists use their work to give a voice to the voiceless, and shine light where it’s needed the most.

English singer-songwriter Frances did just that in her music video for ‘Grow’ – a single from the album Things I’ve Never Said.

Ad agency BBH collaborated with her on the video, in an effort promoting Refuge, a British charity that aids victims of domestic violence. Former Disney animator Clay Kaytis, director of The Angry Birds Movie, was creative consultant on this project.

AdWeek writer Angela Natividad describes the video’s message as “stirring… not so much shocking as it is poignant and lonely.”

The song’s lyrics couldn’t have been more on point as well: “You’re not to blame…But if I should find you black and blue… And aching from crying, I’ll wait with you.”

The product is a moving animated masterpiece that quite clearly portrays the subtle, everyday suffering of victims of abuse.

“I want nothing more than to give something back with my music, and I hope that this incredibly important video which features my song, ‘Grow,’ will resonate with people all over the world, and especially to women who are experiencing domestic violence and needing help as we speak. Refuge is here for them. We want people to realize they are not alone,” said Frances.

At the end of the clip, this message flashes: “When the world can’t see what you’re going through, Refuge can.” – a quote from Melanie Clarke, a survivor of domestic violence.

Be sure to watch the full video for a surprise reveal at the end.

To learn more about Refuge, visit their website.

Via AdWeek

About the author

Filipino writer who calls the road home, eager to tell the stories of the world—from sea to summit, small towns to big cities, cultures old and new. Enjoys drinking IPAs while watching his favorite sports teams lose. Minimalist.

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