Domestic violence against women is a problem that affects many societies in the world, and the AWARE 'Stop the Cycle' campaign was created to educate Singaporean women about it. The Association of Women for Action & Research worked together with the advertising agency Lowe to raise awareness about the importance for women to stop abuse the first time it occurs.
With the tagline "If it happens once, it could happen again. Stop the cycle before it starts," along with an image of a woman being hit repeatedly throughout the years, the AWARE ads wants to avoid the misconception among women that abuse is a one-time event. The image of a woman's sad future if abuse isn't stopped immediately is heartbreaking and necessary to alert females of the horrible consequences if they don't stop the cycle on time.
The AWARE 'Stop the Cycle' campaign will have a digital and physical presence across the country.