| 标题 | Love is Not... 5 |
| 广告公司 | Engine UK |
| 广告战役 | Love is Not... |
| 广告主 | Women's Aid |
| 品牌 | Women's Aid |
| 首次发布日期 | 2022 / 2 |
| 行业领域 | 慈善机构、基金、志愿者 |
| 哲学 | Engine Creative has devised a pro bono DOOH and Social campaign for client, Women’s Aid, which will run nationwide on Valentine’s Day. The brief was to disrupt people’s expectations of Valentine’s Day – a time when relationships are front of mind – and teach them about the signs of unhealthy relationships and coercive control.The idea was, instead of telling people what ‘Love Is...’, the out of home eye-catching executions illustrate what ‘Love is Not...’ While a successful Women’s Aid campaign made it illegal in December 2015, records of coercive control offences have been steadily rising. Police recorded 24,856 coercive control offences in England and Wales in the year ending March 2020, a huge rise of more than 50% from the 16,679 recorded the previous year. The pandemic has only exacerbated the problem. Within the first two weeks of lockdown alone, there was a 41% increase in users visiting the Women’s Aid Live Chat site to seek help on the issue. Research by Women’s Aid and Cosmopolitan in 2019 found that over a third of teenage girls had been in abusive relationships and more shocking still, when the remaining two thirds were asked about their relationships, 64% had been in abusive relationships without even realising it. The work is born from the agency's ‘Truth and Friction’ creative philosophy, which pits the ‘truth’ against ‘friction’ to tell a story. The truth in this campaign, being that many people mistake controlling behaviours in their relationships for love; with the friction element built around subverting the norms of traditional Valentine’s Day imagery. In this way, the work plays on the traditional iconography of love and relationships; encouraging audiences to question what healthy relationship behaviours are. |
| 媒体类别 | Digital Billboard/Poster |
| 创意总监 | Christopher Ringsell |
| 创意团队 | Charlotte Watmough |
| 创意团队 | Holly Fallows |
| Strategist | Katherine Morris |
| Strategist | Kathryn Loosley |
| Account Management | Marianne Roberts |
| Account Management | Katherine Thompson |
| 项目经理 | Penny McNally |
| 设计师 | Tony Cianci |
| 设计师 | Joe Chakravorty |
| 设计师 | Maya Summers |
| Marketing Assistant | Sophie Hoyng |
| Brand Manager | Melissa Satterly |
| Joint Managing Director | Charlie Donaldson |
| Licensing Co-ordinator | Emily Morgan |
| 媒介公司 | Ocean Outdoor |
More Work
SEE ALLHe's Coming Home
- 品牌:
- Women's Aid
- 广告公司:
- House 337
He's Coming Home
- 品牌:
- Women's Aid
- 广告公司:
- House 337
Love is Not... 7
- 品牌:
- Women's Aid
- 广告公司:
- Engine UK
Love is Not... 6
- 品牌:
- Women's Aid
- 广告公司:
- Engine UK
Love is Not... 4
- 品牌:
- Women's Aid
- 广告公司:
- Engine UK