Reaching out to victims of domestic violence isn’t easy, but creative advertising agencies like JWT Dubai and UAE are making a fantastic effort. Dubai’s City of Hope Women’s Shelter, for their ‘It’s Time You Spoke’ anti-abuse campaign, is passing out beauty kits with messages encouraging abuse victims to seek help.
The cover of the 'City of Hope' beauty kits are plain black. Inside, covering twelve eye-shadow and two blush covers are sixteen "if" messages, i.e.; "If dragged across the floor", "If punched in the face", "If burnt with an iron." On the brush applicator is the answer for what to do in those situations, "Don’t cover up injustice. Speak. 050 6516511 [phone number]. City of Hope"
Victims of domestic abuse often try to cover their bruises, burns and scratches with make-up, so I think the JWT and UAE agencies ‘It’s Time You Spoke’ campaign for the City of Hope, Dubai’s only women’s shelter, is an exceptional idea.
Advertising credits for this well done domestic violence campaign go to Chafic Haddad, creative director; DV Hari Krishna, Dough MacKay and Rami Abu Ghazeleh, copywriters; Kedar Damle, Arnoldfelix Fabella and Tarek Samaan, art directors; and Rawida Saade.
Anti-Abuse Beauty Kits
City of Hope Women's Shelter 'It's Time You Spoke'
Trend Themes
1. Creative Anti-abuse Campaigns - Opportunity for advertising agencies to develop innovative campaigns addressing domestic violence and encouraging victims to seek help.
2. Empowering Beauty Tools - Potential for beauty brands to create products that provide resources and support for abuse victims while empowering them.
3. Addressing Domestic Violence Stigma - Chance for organizations and activists to challenge societal norms and reduce the stigma associated with domestic violence.
Industry Implications
1. Advertising - Scope for advertising agencies to develop impactful campaigns that raise awareness and support for domestic violence victims.
2. Beauty - Opportunity for beauty brands to play a role in supporting domestic violence survivors and offering resources to empower them.
3. Non-profit/government - Potential for non-profit organizations and government agencies to collaborate and provide support systems for victims of domestic violence.