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Turn To Us

Turn To Us | Refuge | McCann
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 公益与非盈利组织
媒体:平面
投放:英国
风格: Minimalism
说明cnen
Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Other than respecting the confidentiality of those women who have contacted Refuge, and remaining mindful of a client censure that we should not feature graphic images of abused women, there are no specific regulatory or governmental restrictions pertaining to this work.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Our work directs vulnerable women to UK charity Refuge and connects them directly to the range of life-changing and life-saving services provided, including: safe houses, health support services, health education, community centres and counselling. It raises public awareness of domestic abuse in its many forms and appeals to fundraisers.

Cultural/Context information for the jury

Every week in the UK, two women are killed by abusive partners. Incidences of abuse increase by over 30% during the festive period. Sadly, a lot of abuse goes unreported, hidden behind closed doors. Refuge is a UK charity providing safe houses and support for women and children. Our brief was to reach out to vulnerable women at Christmas – and beyond - and offer them somewhere to turn to. We created a campaign of carefully crafted ‘reversible’ poems. When read from top to bottom, the poems present loving relationships. But when read in reverse, the very same lines of copy have a completely different meaning, revealing the hidden horrors of domestic abuse. Three poems launched the print campaign over the critical Christmas period. Building on their success, we wrote two new poems for Valentine’s Day and International Women’s Day.

Tell the jury about the copywriting.

The writing built on a simple insight: Relationships don’t start out bad. At some point they turn. The ‘reversible poem’ construction contains a powerful pivot, dramatizing both the duplicity of abusers and the points where they turn on their partners. The poems were not easy to write. Each one has been painstakingly crafted, employing choice words and phrasing that – like an abusive relationship - presents a veneer of domestic harmony, while concealing the extreme horrors of violence and abuse. The beautiful words (when read top to bottom) become brutal. The language is designed to wrong-foot the reader and unsettle them on the ‘reverse’ read. This serves to magnify the cruelty that festers inside these seemingly loving relationships. The poems literally turn, making the call-to-action a potent one: ‘If your partner turns on you, turn to us.’
制作信息
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奖项
戛纳国际创意节 2019
铜奖 健康类
Non-profit / Foundation-led Education & Awareness
戛纳国际创意节 2019
入围 健康类
Health Services & Facilities
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