# Fake Editorials for Awareness APAV Anti-Domestic Abuse Campaign By Ayman | Published 2008-12-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/domestic-abuse-awareness-apav-campaign References: [coloribus](http://www.coloribus.com/paedia/prints/2008/12/17/276792/) 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](https://www.trendhunter.com/trends/my-friend-max-hate) is still a big issue. Created by [Grey](https://www.trendhunter.com/trends/antiracist-handbag) ad agency, Portugal, the ads are disguised as a [fashion editorial](https://www.trendhunter.com/trends/audi-car-couture) 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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 64% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Disguised Awareness Campaigns:** Opportunity for brands to create impactful campaigns by disguising important social messages within unexpected contexts. - **Fashion as a Platform for Social Issues:** Fashion industry can leverage its influence and reach to shed light on pressing social issues and promote change. - **Subverting Traditional Advertising:** Brands can disrupt traditional advertising methods by creating thought-provoking campaigns that challenge societal norms. ### Industries Being Reshaped - **Advertising and Marketing:** Opportunity for agencies and brands to develop innovative approaches to advertising that go beyond traditional messaging. - **Fashion and Apparel:** Fashion brands can use their platforms to advocate for social issues and create meaningful connections with consumers. - **Social Services and Nonprofit:** Organizations working in domestic abuse prevention can collaborate with brands to create powerful awareness campaigns that inspire action. ## Related on Trend Hunter - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Domestic Violence Awareness Campaigns](https://www.trendhunter.com/trends/aid-to-cart.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [Perpetrator-Targeted Domestic Abuse Ads](https://www.trendhunter.com/trends/domestic-abuse-prevention-ad.md)