Ross Neil
Executive Creative Director at WCRS
London, 英国
广告战役 Mind Games
广告主 Women's Aid
品牌 Women's Aid Organisation(WAO)
行业领域 人权
剧情简介 To mark International Women’s Day 2017, anti-domestic violence charity Women’s Aid has partnered with newspapers The i and The London Evening Standard to create “Mind Games” that reveal the hidden signs of domestic abuse.
On Tuesday 7th March, the crossword in The i and the word search in The Evening Standard will be taken over by Women’s Aid. The games look and work like any other newspaper puzzle, with one key difference: the answers are words relating to coercive control, defined as patterns of psychological and emotional abuse. On the following day, International Women’s Day, the answers and explanations to the crossword clues will be revealed.
The campaign aims to show that although emotional abuse is harder to spot than physical violence, it’s still a crime and can have a devastating effect on women’s lives.
Visit to find out more and see how you can help.
Polly Neate, Chief Executive at Women’s Aid, said: “Emotional abuse is the dark heart of domestic abuse. Perpetrators usually begin abusing their victim emotionally – chipping away at her self-esteem and slowly stripping away her control of her life. Physical violence often comes later. It is vital that this is understood by all: that domestic abuse is more than bruises.”
Ross Neil, Executive Creative Director at WCRS, said: “Domestic violence is associated with cuts and bruises. But the truth is the majority of cases involve emotional abuse, and it’s a lot harder to see. We had to create a way of educating people to spot clues that aren’t visual. Using newspaper puzzles allows us to take people on a journey they wouldn’t go on with a print ad. We hope this new use of a familiar format shines a light on a very important issue on International Women’s Day.” 
媒体类别 平面
制作公司 Trailer Park
Account Management
Account Management
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