These Spoof Fashion Ads Help Women Spot Signs of Domestic Abuse

Women's Aid aims to build awareness of coercive control, which has been on the rise in the U.K.

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At first glance, this new series of ads appears to be a typical fashion campaign. But look a little closer and its darker meaning is revealed.

Women’s Aid, a British charity that aims to end domestic violence, has subverted fashion advertising tropes to raise awareness of coercive control—a pattern of behaviors used to control, manipulate or frighten another person. 

Coercive control became illegal in the U.K. in December 2015, but since then records of such offenses have been steadily rising.



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