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APAV Anti-Domestic Abuse Campaign

By: Ayman - Published: • References: coloribus
These ads by Portuguese Association of Victim Support (APAV) take you by surprise and confront you with the unfortunate reality that domestic abuse towards women is still a big issue.

Created by Grey ad agency, Portugal, the ads are disguised as a fashion editorial with fine print that identifies what the model is wearing.

The ads describe the silk tops and satin skirts, but also include a description of the item that was used during the violent abuse that resulted in the bruises and blue marks on the model’s body (loose translation from Portuguese), a boot with leather lining and rubber soles, brown leather belt with iron buckle and a leather glove with black leather lining.

I am sure the effect on someone browsing a fashion magazine and ending up with such an ad in the middle is more powerful than opening a trend knowing that it’s about abuse. Good job everyone involved. Stats for Fake Editorials for Awareness Trending: Older & Average
Traction: 9,749 clicks in 299 w
Interest: 4 minutes
Concept: Fake Editorials For Awareness
Related: 60 examples / 46 photos
Segment: Neutral, 18-35
Comparison Set: 22 similar articles, including: hitting with words, 23 creatively hidden and surprising ads, and deceptive luxury ads.