This campaign for Women's Crisis Services of Waterloo is designed to create shock and inspire change. The provocative headline references a classic abuser excuse while also explaining that women and children deserve a sanctuary from violence. Through print, online and other media channels, the campaign aims to inspire audiences to help improve the lives of abused women and children.

 

"Immediately understood, smart double entendre in title and concept. The typography and imagery dismantles stereotypes through effective juxtaposition and contrast to create a campaign that is evocative without resorting to gimmicky shock value." - Shirley Riordon RGD

 

 

 

Non-Profit Category 2014