As part of Vodafone Ireland Foundation’s campaign, in partnership with Women’s Aid, JWT Folk created a series of seemingly normal print ads to highlight the signs of domestic abuse that can be hidden in plain sight in Irish society. The aim was to alert people to the worrying statistic that one in five Irish women in Ireland are victims of domestic abuse.
JWT Folk placed a series of ads with hidden coercive control messages in the Sunday Independent and The Sunday Times newspapers. The ads put the readers in the shoes of a domestic abuse victim so they could feel the impact that coercive control abusers inflict day to day. The print ads ran in both national newspapers last Sunday on International Women’s Day.
