The Love Better Store Sends a Powerful Message About Abuse
Ellen Smith — February 23, 2018 — Marketing
References: joinonelove.org & psfk
One in three women, and one in four men will experience an abusive relationship at some point in their lives and to raise awareness, the One Love Foundation opened the Love Better store - a powerful Valentine's Day pop-up shop that highlighted some of the warning signs of abuse.
The store was positioned to look like any other pop-up celebrating the season and was filled with red balloons, teddy bears, chocolate and pink walls. Upon closer look, the store's guests were shocked to see some of the messages that these gifts were promoting. The store's offerings included a 'mood swing teddy bear' which said aggressive, and then apologetic remarks, a chocolate box that read "I love you. But maybe you should watch your weight." and a GPS tracker disguised as a heart-shaped pendant.
Serving as an extension of its #LoveBetter campaign, each gift was designed to raise awareness of the warning signs of an abusive relationship.
The store was positioned to look like any other pop-up celebrating the season and was filled with red balloons, teddy bears, chocolate and pink walls. Upon closer look, the store's guests were shocked to see some of the messages that these gifts were promoting. The store's offerings included a 'mood swing teddy bear' which said aggressive, and then apologetic remarks, a chocolate box that read "I love you. But maybe you should watch your weight." and a GPS tracker disguised as a heart-shaped pendant.
Serving as an extension of its #LoveBetter campaign, each gift was designed to raise awareness of the warning signs of an abusive relationship.
Trend Themes
1. Anti-abuse Messaging - Opportunity for businesses to incorporate anti-abuse messaging into their products and services.
2. Surprise Messages - Development of products with hidden messages on themes of abuse, to increase awareness and foster healthy relationships.
3. Cause-related Pop-ups - Tapping into current events and social issues to create pop-ups that convey powerful messages to customers.
Industry Implications
1. Gifts and Novelties - Gift shops should reconsider their messaging and purchase patterns to create a positive influence on shoppers.
2. Marketing and Advertising - Opportunity to use anti-abuse messaging as a central theme in promoting products and services.
3. Non-profit - Non-profits with social causes can collaborate with businesses to come up with cause-related pop-ups with powerful messages.
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