This powerful ad for Dar Al Amal (Arabic for ‘House of Hope’), a shelter for abused women, depicts a sexually abused female as a lifeless doll or mannequin.
The ad, which was created by Memac Ogilvy & Mather (Dubai, UAE), couples the powerful imagery with a donation plea to keep the shelter running and to "Help her feel human again."
The ad was photographed by Alex Sandwell Kliszynski with creative director Dalbir Singh, art director Rafael Rizuto, and copywriter Sascha Kuntze.
Abused Women as Dolls
Dar Al Amal Public Awareness Ad
Trend Themes
1. Gender-based Violence Awareness - Opportunity for businesses to support social initiatives aimed at raising gender-based violence (GBV) awareness using creative and impactful messaging.
2. Empowerment of Abused Women - Opportunity for firms to support shelters and organizations focused on empowering women who have been abused, while also raising funds to maintain and improve the shelters.
3. Creative Donation Campaigns - Opportunity for companies to create innovative donation campaigns that make use of powerful visuals, empathy and storytelling to motivate people to donate to worthy causes.
Industry Implications
1. Social Work and Community Development - Industry focused on working with marginalized and vulnerable groups such as women to improve their livelihoods through creating awareness and empowerment programs.
2. Advertising and Marketing - Industry focused on creating impactful and meaningful visual and messaging campaigns that can bring attention to social issues, while also promoting the support of worthy social causes such as protection of vulnerable and abused women.
3. Non-profit and Charitable Organizations - Opportunities for organizations that are dedicated to raise funds for and provide support to vulnerable communities such as abused women through maintaining shelters and awareness programs, using innovative campaigns that are creative and emotional to raise awareness and funds.