Memac Ogilvy & Mather Dubai – Domestic Abuse campaign

A poster campaigning against domestic abuse, created by Memac Ogilvy & Mather Dubai, uses powerful a powerful image to communicate with the viewer. The image shows a woman in a burka with a black eye, the bruise being hidden slightly by her burka showing the viewers that domestic abuse is a serious issue that is kept hidden, in all countries domestic violence is hidden from society, women too scared to come forward about the abuse they are suffering, and in developing countries domestic violence is not only hidden but quite often ignored and accepted. The image is supposed to show the viewer how this issue is hidden from society but not completely as people are aware of the issue and willing to stand up against domestic abuse.

The text “Some things can’t be covered. Fighting women’s abuse together” while visible is small and hard to read from a distance making the image the focus of the advertisement rather than the text, this gives the image a chance to shock the viewer as they notice the woman’s bruise before reading what cause the advertisement is for. The image is also powerful because of her eyes, they do not show fear, and this makes the viewer aware that women all over the world are tolerating this abuse because people are not being made aware of the issue and that it needs to stop. She does not look like she is begging for help she appears to the viewers to be an image of a strong powerful woman making the viewer want to stand up against this issue rather than mirroring the actual emotions of a woman facing domestic abuse and feeling helpless.

The advertisement is effective because of the way Memac Ogilvy & Mather Dubai  hide the woman’s black eye as if to represent the way the issue is hidden from society, it also brings awareness to the fact that often if a woman is being abused she will hide this from people rather than coming forward and telling people about this issue. This image aims to make the viewer more aware that domestic violence is going on all over the world and that society are not as aware of it as they should be.

I think this advertisement is effective because of the use of a bold attention grabbing image with a clear message that both shows the importance of the issue and that it is a worldwide issue but also raises awareness that it is happening and being hidden.

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Image from – http://www.memacogilvy.com/casestudy/womens-domestic-abuse-in-ksa/

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