Keira Knightley’s Domestic Abuse Ad

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Public interest videos are rarely aesthetically appealing, but this one starring Keira Knightly just might buck the trend. Directed by her Atonement and Pride and Prejudice collaborator Joe Wright, the two-minute ad spot for Women’s Aid features Knightly as a victim of domestic violence in a smartly shot movie-within-a-movie. You can watch it for yourself above, but suffice to say it’s disturbing—and effective. I don’t know much about advertising, but when a public interest ad works, it works

Spousal abuse has been especially linked with celebrity recently, so it’s nice to see someone lend their time and energy to promote a solution. And the way this has made traffic around the web is testament to the power of a familiar name and some top grade directing. Well done.

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We didn't know what to expect when we told you we needed to raise $400,000 before our fiscal year closed on June 30, and we're thrilled to report that our incredible community of readers contributed some $415,000 to help us keep charging as hard as we can during this crazy year.

You just sent an incredible message: that quality journalism doesn't have to answer to advertisers, billionaires, or hedge funds; that newsrooms can eke out an existence thanks primarily to the generosity of its readers. That's so powerful. Especially during what's been called a "media extinction event" when those looking to make a profit from the news pull back, the Mother Jones community steps in.

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