Objective

To prevent sexual and domestic violence before it occurs by addressing the behaviour and rationalizations of the perpetrator — rather than concentrating exclusively on victims after violence has occurred.

The 11 films confront such issues as violence against women, rape, sexual abuse, cultural justifications for violence, the supposed right of men to use violence, escalation from anger to abuse, violence against children and the elderly, intergenerational violence and rape by soldiers.

Audience

Potential and actual perpetrators of domestic and sexual violence, while also providing families, educators, community organizations and advocates with material capable of starting discussion about behaviours that are frequently hidden, normalized or excused.

Method

Eleven short animated films using humour to dismantle excuses for abuse. Instead of graphic depictions of battered women or moralistic instruction, stylized animated characters expose the irrationality of the perpetrator’s justification. The humour makes the entry point non-threatening; the conclusion delivers the serious behavioural message. Scripts were developed over approximately two years, with research, target-audience segmentation and consultation incorporated into the production method. (Chocolate Moose Media)

Languages

Multiple languages; at least 16 language versions were documented during the campaign’s rollout, with the format designed for much wider linguistic adaptation.

Where used

Launched at United Nations Headquarters in New York in April 2011 and subsequently circulated internationally through online platforms, organizations, educators and community users. UN Web TV continues to host campaign material. (UN Web TV)

Evidence/impact

By 2026 the campaign had accumulated more than five million cross-platform views, according to CMM reporting, demonstrating sustained interest some 15 years after its launch. More importantly for a behaviour-change campaign, the films continue to circulate as conversation starters rather than functioning only as time-limited public-service announcements. The UN’s continued hosting provides an independent institutional record of the campaign and its prevention message. (LinkedIn)

Its conceptual innovation is also important: No Excuses reversed the usual communications lens. The primary behaviour to be changed belongs to the abuser, not the victim.

Partners

Chocolate Moose Media/Firdaus Kharas, supported by an international volunteer production team drawn from several countries. United Nations Headquarters provided the global launch venue and UN Web TV hosts campaign material; the UN should therefore be regarded as an important dissemination/platform relationship rather than described as the producer of the campaign. (UN Web TV)

Watch

Watch on Youtube.

Download/use rights

Free to view, download and use. Chocolate Moose Media made the multilingual films available without charge and specifically encouraged broadcasters, organizations, educators and individuals to distribute and use them.