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.