'The Window Project' Is a Powerful Statement on Domestic Abuse
Christopher Magsambol — December 21, 2015 — Social Good
References: youtube & marketingmag
Despite its seemingly idyllic Christmas set up, 'The Window Project' wants to send a drastically different family message this holiday -- increased awareness regarding domestic abuse. Statistics have shown that suicide and domestic abuse cases rise in numbers over the holidays, often due to stress. To bring attention to the issue, FCB Toronto staged an eye-opening display at one of its member shelters.
As passersby admired the traditional holiday set-up -- a fully lit tree, a decked out mantle and Christmas dinner -- they were shocked to see the male mannequin make a striking motion towards the female mannequin. The display also portrays the shock and sadness that children experience when exposed to these scenarios. To stop the act from occurring again, onlookers were asked to text "No More" to donate five dollars to the shelter, while simultaneously stopping the disturbing installation. The Window Project depicts a dramatically different picture of family life than what we are accustomed to seeing, albeit raising awareness for an important and noteworthy cause.
As passersby admired the traditional holiday set-up -- a fully lit tree, a decked out mantle and Christmas dinner -- they were shocked to see the male mannequin make a striking motion towards the female mannequin. The display also portrays the shock and sadness that children experience when exposed to these scenarios. To stop the act from occurring again, onlookers were asked to text "No More" to donate five dollars to the shelter, while simultaneously stopping the disturbing installation. The Window Project depicts a dramatically different picture of family life than what we are accustomed to seeing, albeit raising awareness for an important and noteworthy cause.
Trend Themes
1. Domestic Abuse Awareness - Opportunity for companies to raise awareness about domestic abuse through creative and impactful campaigns.
2. Holiday Stress and Mental Health - Companies can address the rise in suicide and domestic abuse cases during the holiday season by offering support and resources for mental health.
3. Interactive Charity Initiatives - Innovative ways for businesses to engage the public in charitable causes and encourage donations by incorporating interactive elements to generate empathy and action.
Industry Implications
1. Advertising - Advertising agencies can pioneer campaigns that shed light on domestic abuse and empower victims to seek help.
2. Mental Health Services - Opportunity for mental health organizations to provide targeted support and resources to individuals affected by holiday-related stress and domestic abuse.
3. Charity and Nonprofit - Charities and nonprofits can leverage interactive initiatives, like 'The Window Project,' to engage donors and raise funds for their causes.
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