The United Arab Emirates has been producing some very creative ads recently and seems to be claiming a spot in the competitive world of advertising. These new City of Hope ads by TBWA\RAAD Abu Dhabi ad agency are a good example. City of Hope assists women facing domestic violence, a social concern worldwide. The print and video ads urge abused women to seek help and contact them before it's too late.
Each print ad shows both a gift and an injury that the victim received from her loved one. A wedding ring, "He gave me this when he proposed" and a broken finger "He gave me this for nothing at all." An anklet "He gave me this for my birthday" and a twisted/broken foot "He gave me this for nothing at all." A bracelet "He gave me this on our anniversary" and a needle stuck in her arm, "He gave me this for nothing at all." Each ad has the message "There's no excuse for domestic violence. Talk to someone who cares."
Creative direction by Martin Lever and illustrations by Sherif Galal.