Society is in love with the romance of before and after scenarios, offering people evidence that self improvement is possible. This Women Against Violence campaign, however, shows such a process almost in reverse.
The Associazione Donne Insieme Contro la Violenza of Italy launched this campaign with the help of the 1861 United Martin & Rainone advertising agency. Aiming to put a face to the victims of domestic abuse, the studio chose to print pairs of images featuring fetching women and young girls who have been victims to the damage of their outer beauty. The visible wounds and scars are a glimpse of the pain they suffer emotionally as well.
The serious issue of assault by family members is often kept behind closed doors, but this Women Against Violence campaign asserts that the urgent message must be made as accessible as it would be on the pages of a magazine.
Before and After Advertising
Women Against Violence Campaign Flaunts a Bad Look
Trend Themes
1. Reverse Before and After - Exploring the concept of reversing typical before and after scenarios to bring attention to important issues and challenges.
2. Visible Representation of Pain - Using visual images to highlight the physical and emotional pain of victims of domestic abuse.
3. Accessible Awareness Campaigns - Promoting the need for urgent messages to be easily accessible to the public through creative advertising campaigns.
Industry Implications
1. Advertising and Marketing - Opportunity for advertising agencies to create impactful campaigns by challenging conventional before and after advertising norms.
2. Non-profit Organizations - Opportunity for non-profit organizations to raise awareness about important social issues through compelling visual storytelling.
3. Design and Photography - Opportunity for designers and photographers to use their skills to bring attention to social causes and create powerful visual narratives.