A continually and persistently horrifying problem around the world is gender based violence. This spot went viral in Iceland and earned over 300.000 views (Icelanders are 330.000). It sparked very loud conversations in the media as well as socially. It was not without controversy, it was criticized for getting attention because of the men in the commercial. That is part of the problem, and the solution. Men are the primary offenders therefore they are the ones we need to reach and to do so we chose to force them to look the consequences squarely in the eyes.