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.
Fake Editorials for Awareness
APAV Anti-Domestic Abuse Campaign
Trend Themes
1. Disguised Awareness Campaigns - Opportunity for brands to create impactful campaigns by disguising important social messages within unexpected contexts.
2. Fashion as a Platform for Social Issues - Fashion industry can leverage its influence and reach to shed light on pressing social issues and promote change.
3. Subverting Traditional Advertising - Brands can disrupt traditional advertising methods by creating thought-provoking campaigns that challenge societal norms.
Industry Implications
1. Advertising and Marketing - Opportunity for agencies and brands to develop innovative approaches to advertising that go beyond traditional messaging.
2. Fashion and Apparel - Fashion brands can use their platforms to advocate for social issues and create meaningful connections with consumers.
3. Social Services and Nonprofit - Organizations working in domestic abuse prevention can collaborate with brands to create powerful awareness campaigns that inspire action.