# Pugilist Puppet Ads The AMCV Campaign Addresses the Issue of Abuse in an Odd Way By Armida Ascano | Published 2010-12-04 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/amcv-campaign References: [adsoftheworld](http://adsoftheworld.com/taxonomy/brand/amcv) & [amcv.org.pt](http://www.amcv.org.pt/) World-renowned agency [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad) hits another homerun with the AMCV campaign. The ads take an odd approach to the issue of abuse, with marionette puppets acting out an episode of domestic violence. The odd imagery makes much more sense when paired with the poignant ad copy. The concept for the AMCV campaign follows the possibility of [children witnessing](https://www.trendhunter.com/trends/my-friend-max-hate) domestic abuse, or the fault of simple spectators. The AMCV campaign urges witnesses of domestic abuse to do something about it. Read the spine-tingling copy below. ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 1% | Activity: 10% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Why This Trend Is Growing - **Visual Storytelling:** Disruptive innovation opportunities include using visual storytelling techniques to address sensitive issues and create impactful campaigns. - **Controversial Advertising:** Disruptive innovation opportunities lie in pushing the boundaries of advertising by utilizing controversial imagery and messaging to capture attention and drive conversation. - **Social Advocacy Marketing:** Disruptive innovation opportunities can be found in using advertising as a platform for social advocacy, raising awareness about important issues and encouraging action. ### Industries Being Reshaped - **Advertising:** Disruptive innovation opportunities in the advertising industry include exploring unconventional approaches to messaging and imagery. - **Social Services:** Disruptive innovation opportunities in the social services industry involve leveraging advertising campaigns to raise awareness about domestic violence and promote support services. - **Child Welfare:** Disruptive innovation opportunities in the child welfare industry include utilizing advertising to educate the public about the impact of domestic violence on children and encourage intervention. ## Related on Trend Hunter - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Child Abuse-Preventing Campaigns](https://www.trendhunter.com/trends/prevent-child-abuse-america.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Perpetrator-Targeted Domestic Abuse Ads](https://www.trendhunter.com/trends/domestic-abuse-prevention-ad.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md)