Women's Aid Has Launched a New Campaign Called Not Model's Own
Grace Mahas — December 21, 2022 — Marketing
References: campaignasia
UK charity Women's Aid has launched a new campaign called "Not model's own" to raise awareness about coercive control, an under-recognized aspect of domestic abuse. Coercive control is difficult to define as a single type of behavior, but common examples include isolating partners from family and friends, dictating where they can go, and publicly humiliating them.
The "Not model's own" campaign subverts the style of a fashion campaign to depict the ways in which abusers control the lives of their partners. The campaign features models posing in clothes chosen for them by their abusive partners, with all clothing items labeled "by model's partner." In addition to physical control, the campaign also highlights the emotional effects of coercive control, such as anxiety, isolation, and insecurities, by listing them alongside clothing items in the ads.
The purpose of the campaign is to help young people understand what coercive control is and identify its characteristics. It was created by Jo Moore and Antonia Clayton, with photography by Sean De Sparengo and production by Curious Productions. By bringing attention to this often-overlooked aspect of domestic abuse, Women's Aid hopes to empower victims and help them seek the support they need.
Image Credit: Women's Aid
The "Not model's own" campaign subverts the style of a fashion campaign to depict the ways in which abusers control the lives of their partners. The campaign features models posing in clothes chosen for them by their abusive partners, with all clothing items labeled "by model's partner." In addition to physical control, the campaign also highlights the emotional effects of coercive control, such as anxiety, isolation, and insecurities, by listing them alongside clothing items in the ads.
The purpose of the campaign is to help young people understand what coercive control is and identify its characteristics. It was created by Jo Moore and Antonia Clayton, with photography by Sean De Sparengo and production by Curious Productions. By bringing attention to this often-overlooked aspect of domestic abuse, Women's Aid hopes to empower victims and help them seek the support they need.
Image Credit: Women's Aid
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3. Emotional Storytelling - Disruptive innovation opportunity: Brands can utilize storytelling strategies that highlight the emotional effects of social issues in order to drive awareness and empathy towards those affected.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Fashion brands could incorporate anti-fashion advertising campaigns into their traditional marketing strategies, highlighting social causes and promoting social good.
2. Charity - Disruptive innovation opportunity: Charitable organizations can use subversive advertising tactics to promote social causes and raise awareness of under-recognized issues.
3. Marketing - Disruptive innovation opportunity: Marketers can incorporate storytelling strategies that highlight the emotional effects of social issues, in order to build empathy with targeted audiences and raise awareness about under-recognized issues.
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