# Sinister Smile Campaigns The Amnesty International Gay and Lesbian Abuse Ads from Erin Sykes By Michael Hines | Published 2011-03-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/gay-and-lesbian-abuse-ads References: [behance.net](http://www.behance.net/gallery/Amnesty-International-Ad-Campaign/1160425) & [behance.net](http://www.behance.net/erinsykes) [Amnesty International](https://www.trendhunter.com/trends/amnesty-international-canada) has recently released an ad campaign targeted at raising awareness about domestic abuse in gay and lesbian couples. The gay and lesbian abuse ads were created by San Diego-based graphic artist Erin Sykes. These gay and lesbian abuse ads are doubled-sided and feature smiling men and women on one side with their hands behind their backs. The next side of the ad reveals that behind these seemingly innocent smiles lies a a battered and abused partner. The ads do a good job at raising awareness for gay and lesbian abuse, which is reportedly just as common as abuse in heterosexual couples. Clever and creative ads like this have become a hallmark of Amnesty International, where campaigns against a variety of the world’s evils promote themselves through [clever print and video ads](https://www.trendhunter.com/trends/mwcurated). ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 50% | Activity: 38% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Romance](https://www.trendhunter.com/romance) ## Key Themes ### Key Themes Behind This Trend - **Raising Awareness for Domestic Abuse:** Disruptive innovation opportunity: Develop new and impactful ad campaigns to raise awareness about domestic abuse within different communities. - **Creative Print and Video Ads:** Disruptive innovation opportunity: Explore innovative ways to create compelling print and video ads that effectively communicate important social issues. - **Addressing Abuse in LGBTQ+ Relationships:** Disruptive innovation opportunity: Develop targeted initiatives to address abuse within LGBTQ+ relationships and promote support networks and resources. ### Where This Applies - **Advertising and Marketing:** Disruptive innovation opportunity: Integrate data-driven insights and technology advancements to create impactful advertising campaigns that raise awareness on social issues. - **Social Services and Non-profit Organizations:** Disruptive innovation opportunity: Leverage technology and social media platforms to connect and provide support services to individuals affected by domestic abuse, particularly within marginalized communities. - **Graphic Design and Visual Communication:** Disruptive innovation opportunity: Experiment with immersive and interactive design techniques to create impactful visuals that capture attention and convey powerful messages about social issues. ## Related on Trend Hunter - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Perpetrator-Targeted Domestic Abuse Ads](https://www.trendhunter.com/trends/domestic-abuse-prevention-ad.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [National Trafficking Awareness Ads](https://www.trendhunter.com/trends/see-the-trafficking-signs.md)