JWT Examines Male POV in Domestic Violence Campaign

By Kiran Aditham 

JWT London has rolled out a new campaign on behalf of the UK-based National Centre for Domestic Violence that’s targeted at men and points out the embarrassment some of them feel when it comes to reporting the domestic abuse they themselves have suffered.

To emphasize this, the agency created a stark print ad (full, somewhat NSFW image after the jump) featuring a man lacking a certain important something that helps define one and includes the tagline, “We know how it feels to be a victim of male domestic violence.” On its site, the NCDV lists some interesting statistics about male domestic violence across the pond. For example:

-The police receive an emergency call every three minutes from a male victim
-Approximately four million men are affected every year by domestic violence
-Nine percent of all reported violent crimes are domestic violence cases involving male victim.

Regarding the print ad, JWT London co-managing director Joseph Petyan tells Marketing Week, “It’s really important to get involved in campaigns like this; it’s such an important cause and we feel that the shocking nature of the image we’ve used really reflects the seriousness of the issue.”

Via Campaign

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