Unlike the Ray Rice video — or the Jay-Z and Solange video, for that matter — this is the elevator video we should be paying attention to.
If you were expecting this to be more like the Ray Rice video, and by that I mean violent, then that's sort of the problem we're dealing with. The folks behind this campaign are a little more forward. They ask, "Why would we want to watch a woman be violated, humiliated, devalued, brutalized and abused?" It's a good question. Another question: Could you instead share a video with an alternative ending like this one? It's less shocking, but it has a better message.
Of course, this alternative ending is just the start. To support women who experience domestic violence, we could educate ourselves about why women stay. It also helps to know the warning signs of abuse.