Interval House Digital Buy a second by The Union

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Industry Against violence
Media Digital, Interactive & Mobile
Market Canada
Agency The Union
Executive Creative Director Lance Martin
Art Director Pedro Izzo
Copywriter David Strasser
Designer Justin Aitcheson
Producer Jennifer Dark
Account Supervisor Daniella Casasanta
Released June 2013

Credits & Description

Every second in Canada an act of violence against women occurs. Interval House, Canada’s first centre for abused women and children (now celebrating its 40th year) and UNION are bringing this staggering statistic to life, with a new project called Every Second Matters. The Facebook connect driven website puts familiar faces on victims of domestic violence, and prompts visitors to take a stand by buying a second of the day, with each second representing the victims of domestic violence.
The interactive experience begins when users connect to Facebook, giving the site permission to access their friend list. From there, a clock appears showing the current time of day, with a message, “Every second a Canadian woman is abused.” As the clock continues, the user comes face-to-face with a photograph of a female Facebook friend, and are asked the question, “Who has to be affected to make you care?” With every second that passes, a new face appears.
There are 86,400 seconds in a day, and the purpose of the website is to sell all of them. Every donation, no matter how small, goes towards helping the women who turn to Interval House, to help turn their lives around.
Media: Online
Category: Public interest
Campaign Name: Every Second Matters
Client: Interval House, Toronto
Geo: Americas, Canada
Agency: UNION
Executive Creative Director: Lance Martin
Copywriter: David Strasser
Art Director: Pedro Izzo
Designer: Justin Aitcheson
Producer: Jennifer Dark
Associate Tech Director: Steve Shaddick
Developer: Matt Grannary
Group Account Director: Cheryl McKenzie
Account Supervisor: Daniella Casasanta
Planner: Heather Black
Interval House
As the first centre for abused women and children in Canada, Interval House is a leader in the campaign for women’s empowerment, providing innovative, specialized services that help abused women and their children transform their lives and break the cycle of violence. Interval House’s holistic approach provides a continuum of services from crisis intervention to re-integration into the workforce and community, giving women and children the chance to rebuild their lives.
Founded in Toronto by Subtej Nijjar, Lance Martin and Dave Carey, UNION is an integrated advertising agency that specializes in manufacturing ideas that help make our clients’ brands more useful to consumers—emotionally & functionally. We create lasting unions between brands and consumers by finding ways to become a welcome, valued part of their lives at precisely the right times. Launched at the end of 2012 UNION and part of the MDC Partners Network, UNION has done work for a range of clients including Axe, Mondelez Canada, Mount Pleasant Group, Canadian Real Estate Association, Pfizer, Tourism Toronto, Colgate, and Best Buy. [](