This campaign for Christchurch women’s refuge, created by HooperNagel, Auckland, raises its voice against domestic violence. The campaign depicts how domestic violence happens in a slow way.
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‘’The path to domestic violence happens one step at a time’’- the copy reads.
To depict this message, words are arranged step by step in the ad. See how 'date' steps down to 'slap'. The campaign says that Many women in violent relationships don't know when they're in one. It also urges the victims to call for help, ensuring anonymity.
Campaigns against domestic violence- print, tv or ambient- have always a unique, subtle way of presentation. We have already seen examples like screaming stickers, hiding woman and the abuse that happens only when nobody listens.
Credits:
Advertising Agency: HooperNagel, Auckland, New Zealand
Art Director / Copywriter: Jonathan Horner
Art Director: Will Farmer
Typographers: Geoff Francis, Ben Fraser
Retoucher: Brent Backhouse
Photographer: Jeremy Blincoe
Foam model: Brent Backhouse, Jonathan Horner, Will Farmer
Via: pixelpasta
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