Abuse Disguised As Love




  • Challenge:
    South Africa has one of the highest woman abuse rates in the world. One woman or girl child is raped, sexually assaulted or physically abused every four minutes and one woman is killed by an intimate partner every eight minutes.

    According to the SA Medical Research Council, the majority of these crimes occur in domestic settings by men who form part of the family unit.

    Insight:
    Because these abusive men form part of the family, they are often able to manipulate women through loving words and gifts designed to mask the abuse. The victims become trapped in an abusive cycle, unable to break free because their abuser is also their perceived source of love.

  • Solution:
    To help women to recognize this false love for what it is, we created a series of posters, highlighting different types of abuse that are often disguised as love in the home.


    Poster 1 - Husband

    This poster is focused on women abused by their husbands or intimate partners and features a ‘loving’ phrase disguised as a ‘loving’ gift of flowers. Upon closer inspection, the chilling reality of the abusive motive behind the words becomes clear. “No one will ever know how much I love you” becomes a veiled threat that keeps years of abuse hidden behind closed doors.




  • Poster 2 - Uncle

    This execution is focused on teenage girl abuse by an uncle or older man related to the family. It features a ‘loving’ phrase disguised as a ‘loving’ gift of make-up, something to make a young teen feel like she’s ‘all grown up’. Upon closer inspection, the chilling reality of the abusive motive behind the words becomes clear: it becomes a trap that lures a teenage girl into the grasp of a sexually abusive older man.

    Translation:
    Headline: Show Uncle how much you’ve grown, (Literally: Show Uncle that you’re a woman now.)

  • Poster 3 - Uncle

    This execution is focused on girl children, abused by fathers or trusted male family members. It features what seems like a ‘loving’ phrase disguised as a ‘loving’ gift of balloons. Upon closer inspection, the chilling reality of the abusive motive behind the words becomes clear: it becomes a bribe that manipulates a child’s love and lures her into a sexually abusive situation.

    Translation
    Headline: Daddy’s got a little present for you






  • Credits

    Chief Creative Officer:
    Pepe Marais
    Executive Creative Director:
    Roanna Williams
    Creative Director:
    Natalie Walker
    Art Director:
    Katt Phatt, Michelle Mckenna
    Illustrator:
    Katt PhattWriter:
    Michelle Mckenna
    Retoucher:
    Grant Moore

    Thank you