This is an interesting integrated advertisement campaign, including guerrilla and print, launched by Amnesty International in Hungary to raise awareness about domestic violence against women. The advertisement campaign apparently aims at portraying the miserable life of women affected by domestic violence. The advertisement is showing different daily life activities being carried out by human sized punching bag, which is depicting women as they have been treated as punching bags in their homes.
In the ambient section of the campaign, these punching bags were placed at various public places that attracted considerable public attention.
The campaign was designed and executed in a very uncomplicated manner and communicates its message very effectively. In addition, the campaign was also conceptualized to be thought provoking and to hit the conscience of people and needless to say it has successfully achieved its objective.
The text of the campaign reads, ‘Every fifth woman in Hungary has to live with domestic abuse. Change that by taking action.’ The campaign was developed by Leo Burnett, Budapest, Hungary.
Via Adverbox
