New Women's Aid Campaign
Jeremy Gutsche — February 13, 2007 — Social Good
References: adpunch.org
To raise awareness for domestic violence, the new Women's Aid campaign features photoshopped pictures of UK celebs. The celebrities have been altered to appear as though they have been beaten, shocking you to realize the importance of domestic violence as an issue. The campaign was created by Grey London.
Implications - This is not the first time Women's Aid has taken the shockvertising approach to their PSA prints. The national domestic violence awareness campaign may cause some to look away, but it definitely communicates the point in a way that demands instant attention. With cause campaigns such as these, there is no time to tip toe around the issue, as the call to action is much more urgent.
Implications - This is not the first time Women's Aid has taken the shockvertising approach to their PSA prints. The national domestic violence awareness campaign may cause some to look away, but it definitely communicates the point in a way that demands instant attention. With cause campaigns such as these, there is no time to tip toe around the issue, as the call to action is much more urgent.
Trend Themes
1. Shockvertising - Opportunity for disruptive advertising that grabs attention and raises awareness for important causes.
2. Domestic Violence Awareness - Opportunity for disruption through advocacy and education to prevent and address domestic violence.
3. Photoshopped Celebrities - Opportunity for disruptive visual storytelling that elicits emotional responses and drives engagement with important issues.
Industry Implications
1. Advertising - Opportunity for advertisers to create attention-grabbing campaigns that raise awareness and drive action for important causes.
2. Non-profit - Opportunity for non-profit organizations to use shockvertising and advocacy to disrupt the status quo and drive change in societal issues.
3. Digital Media - Opportunity for digital media platforms to feature impactful visual storytelling that raises awareness for issues and drives engagement among audiences.
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