This Women's Aid Campaign Shows the Sinister Nature of Emotional Abuse
Riley von Niessen — January 3, 2017 — Marketing
References: womensaid.org.uk & adweek
Women's Aid, an organization that's based out of England, followed up its 2015 campaign which considered the effects of physical abuse with another that shows those of emotional abuse.
At a distance, the posters state what seems to be loving comments from a partner. When one approaches, the words change to reveal manipulative insults, which have the intention of lowering the self-esteem of those on the receiving end to trap them into an unhealthy relationship. With this campaign, Women's Aid shows how difficult emotional abuse can be to spot, but drives that picking up the signs is incredibly important in preventing it from happening to a friend or family member.
At a distance, the posters state what seems to be loving comments from a partner. When one approaches, the words change to reveal manipulative insults, which have the intention of lowering the self-esteem of those on the receiving end to trap them into an unhealthy relationship. With this campaign, Women's Aid shows how difficult emotional abuse can be to spot, but drives that picking up the signs is incredibly important in preventing it from happening to a friend or family member.
Trend Themes
1. Emotional Abuse Awareness - Creating campaigns that bring awareness to the hidden signs and effects of emotional abuse.
2. Visual Storytelling - Utilizing visual elements to convey powerful messages and engage viewers in a deeper level of understanding.
3. Targeted Messaging - Crafting advertisements that initially appear positive but reveal a darker truth upon closer inspection.
Industry Implications
1. Domestic Violence Prevention - Developing innovative strategies and resources to identify and address emotional abuse in intimate relationships.
2. Advertising and Marketing - Exploring new ways to create impactful and thought-provoking campaigns that break through the clutter and resonate with audiences.
3. Mental Health and Wellness - Leveraging technology and psychological insights to support individuals who have experienced emotional abuse and help them on their healing journey.
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