Amnesty International’s latest ad campaign uses a wedding photo of a just-married young couple in which the husband is physically abusing the bride. This ad works well by catching your attention with its imagery, but it also delivers a clear message that domestic abuse begins way before a couple gets married. Pop icon Rihanna should take a close look at this advertisement.
The campaign was created by advertising agency Air Brussels, Belgium with creative direction by Marie-Laure Cliquennois, Grégory Ginterdaele and Didier Naert. The copy was written by Wouter Huyghe.
Abusive Wedding Photos
Amnesty Int'l Warns Women to See Signs Before Saying “I Do"
Trend Themes
1. Pre-wedding Counseling - Counseling at pre-wedding stages to identify potential domestic abuse and take steps to prevent it.
2. Awareness Campaigns - Creating more awareness campaigns to educate people on the signs and risks of domestic violence.
3. Technology-based Solutions - Incorporating technology into developing solutions that detect and prevent domestic violence in relationships.
Industry Implications
1. Psychology and Counselling Services - Developing pre-wedding counseling and post-wedding therapy services for couples to prevent and address domestic violence.
2. Non-profit/activist Organizations - Partnering with these organizations to create awareness campaigns that educate people on domestic violence and its effects.
3. Technology and Security Industry - Developing technology-based solutions such as wearable tech or apps to detect and prevent domestic violence.