During the week of International Women’s Day we launch a primary prevention campaign, and we had the great honor of supporting them in this delicate yet engaging task.
FWB COCOF Wallonie
What if this is
domestic violence?
Client
FWB COCOF Wallonie
Thematic
Awareness Campaign
Services
Multi-channel Campaign, Creative Concept, Content Production, Data Analysis & Reporting, Guidance & Strategy
Crew
Luc de Tillesse, Livia Corbelli, Damien Walkiers, Delfina Veron Chavane, Zoé Quertigniez
Project description
Read more
The campaign – “Controlling her is not a trivial matter. What if this is domestic violence? Choose the best version of yourself” – aims at raising men’s awareness about implicit domestic violence against women to encourage both a change attitudes and, eventually, the call for help via the helpline.
The challenge was huge: not only realizing an aesthetically captivating campaign addressing an a priori reluctant audience but also conveying an impactful message while avoiding stereotypes and moral judgment. We also had to show a variety of behaviors that come under the heading of domestic violence, using a storytelling approach that would raise awareness among the audience.
The violence is implicit and often considered trivial: Sam humiliates, belittles, controls, and disqualifies his partner through his behaviors, but most importantly, words.
