Creative Director's Cut: Women's Aid uses implicit messaging to raise awareness of coercive control

Our Score:

Creative Director's Cut: Women's Aid uses implicit messaging to raise awareness of coercive control
Don’t model this behaviour

Don’t model this behaviour

Sarah Firth, strategy and creative director, Speed Communications

A brilliant new campaign by Women’s Aid, (the UK charity working to end domestic abuse against women and children), Not Model’s Own, aims to raise awareness of a lesser recognised form of domestic abuse, coercive control.

Directly targeting women through print and digital billboard ads, the campaign features three models who look like they are in a fashion shoot, but with an important twist.

Instead of the typical credits you would expect to see for a fashion shoot, like who the clothing brand was, who the hair stylist was etc, they instead feature phrases like ‘top: by model’s partner’, ‘trainers: by model’s partner’, ‘alienation: by model’s partner’, ‘self-doubt: by model’s partner’.

It explicitly demonstrates the physical and the mental impact of coercive control, but also gives an implicit message to remind the victim that this is not their fault— Not Model’s Own.

The juxtaposition of the ads - at first glance looking like your typical glossy, picture perfect scenario but in reality revealing what happens as a result of coercive control - does a starkly effective job of reminding us to look further and think harder about this less well known form of domestic abuse.

Published on:

OUR SCORE
Sarah Firth

Sarah Firth

Read Sarah Firth's bio and content

READERS SCORE

The number of stars given by our readers for this campaign.

YOUR SCORE

What do you think of this campaign? Have your say by clicking on the star to leave your score. Once you leave this page your score will be recorded and added to the Readers Score to reflect the views of our readers.