This Domestic Abuse Campaign Uses Beer Coasters to Deliver Its Message

By: Laura McQuarrie - Published: Jul 29, 2013 • References: ca.adforum & creativeguerrillamarketing
This domestic abuse campaign uses beer to spread its message. As alcohol is a "leading contributor and catalyst of domestic violence," this is a clever and fitting way to raise awareness about the issue.

Advertising agency WhybinTBWA teamed up with 'Safer Homes In NZ Everyday (Shine) to develop thermochromic beer coasters with faces of women and children on them. When a cold bottle or glass of beer is placed on the coaster, the ink used to print the coasters reveal bruises.

Since only 20% of domestic abuse is reported in New Zealand, this campaign helps to encourage people to speak up if they know of an instance and encourage individuals in abusive relationships to seek support from Shine. Although this domestic abuse campaign is very subtly executed, it is presented well and delivers a very strong message. Stats for Bruise-Revealing Abuse Ads Trending: Older & Popular
Research: 19,332 clicks in 148 w
Interest: 2.5 minutes
Concept: Domestic Abuse Campaign
Related: 55 examples / 42 photos
Segment: Females, 18-55
Comparison Set: 20 similar articles, including: awareness shocktography, phone-enabled violence campaigns, and face-saving photo leaks.