If domestic violence seems like an abstract phenomenon, this TBWA campaign from Finland will remind people that it's happening right on their doorstep. TBWA launched an outdoor campaign for the Helsinki Police over the Christmas holidays that had a hyperlocal, reactive element to it. When a domestic violence call into 911 (which is actually 112 in Helsinki), the agency—with help from outdoor company JCDecaux—immediately put up anti-violence PSA posters on the 15 outdoor placements nearest to the home that made the call. The posters stayed up for 48 hours before being swiftly removed again.
Here's a jarring disconnect—hearts and flowers, boxes of chocolates and hand-written love notes mixed with threats and violence. A new outdoor campaign from the Los Angeles Police Department and mayor Eric Garcetti's office uses a series of well-known romantic tropes as a stark backdrop for a message about domestic abuse.
Lori, an abused wife and mom in Michigan, spent two years squirreling away money—hiding bills in a tampon box—until she had the means to escape her violent partner. Her story is the basis of a new campaign, #FreeToWalk, from the Allstate Foundation and ad agency Leo Burnett, with a stark and chilling video as its centerpiece.
No More is returning to the Super Bowl with a public awareness spot that uses a text message exchange between two friends to alert viewers to the signs of domestic violence and sexual assault.
Home magazine is one of New Zealand's premier architecture, design and interiors titles, publishing, in its own words, "lavish spreads of inspiring homes, as well as the latest restaurants, art, furniture and homeware." But a recent issue featured a home that held a few secrets.
Safe Horizon, a New York-based organization that supports domestic violence victims, launched a new, celebrity-filled PSA on Sunday. The promo is part of its "Put the nail in It" campaign to "end domestic violence by literally putting the nail in it."
A new Japanese campaign aims to combat domestic violence in the country with inventive coasters that hope to tame excessive drinking, which can contribute to the problem.
We've seen a few different Tinder hacks from marketers, but here's an interesting one that gets at the heart of the dark side of relationships.
"What happens when you put a girl in front of a boy and ask him to slap her?" Domestic abuse is a longtime problem in Italy. A 2012 United Nations report called it "the most pervasive form of violence" in the country. Former Prime Minister Enrico Letta called it femicide—the killing of women at the hands of current or former lovers. Online Italian newspaper Fanpage.it addresses domestic violence in the video below, but it features an unlikely group of people—children. Six boys between 7 and 11 years old are interviewed. They obediently give their names and ages, and say what they want to be when they grow up, and why. The interviewer then introduces a pretty girl named Martina, and it's obvious all of the boys are slightly enamored. They're asked to tell the interviewer what they like about her (her shoes and her hands!). They make funny faces at her, caress her (this includes gentle arm and face touching).
Sometimes, it's the unexpected things that happen on a commercial set that send the most powerful message of all. Case in point: the Joyful Heart Foundation's "No More" campaign against domestic violence and sexual assault. The pro-bono effort, backed by Young & Rubicam in New York, began late last year with foundation founder Mariska Hargitay directing fellow actresses, actors and celebrities in talk-to-the-camera spots. It accelerated in October, as the NFL, reeling from domestic violence issues, contributed star players like Eli Manning to the cause. Now, the campaign has rolled out a slew of new 30-second videos. And unlike the talky earlier spots, these ads focus on the moments when words fail. They are outtakes, essentially—unplanned moments where the on-camera talent was at a loss for words. And they make for some pretty powerful spots.