This campaign was geared towards men who needed help in controlling their violence in the home. The problem was trying to attract the attention of those men and entice them to make that decision to call, not wait for their partners to cry out for help.
I didn't want to use the "obvious" choice of image of violence, but rather try to capture the psychological state of someone who has made that decision to call - those few seconds before dialing that number. If one has chosen to call, he obviously has realized that he has a problem. (The first step to recovery is admitting you have a problem). The result was almost a peaceful state of mind - a much stronger and more convincing image. The headline "I am violent" also reinforced the idea of admittance and gave the viewer the idea that it's ok to admit this, that there are others like him, and that there is something you could do about it.