Reaching out to victims of domestic violence isn’t easy, but creative advertising agencies like JWT Dubai and UAE are making a fantastic effort. Dubai’s City of Hope Women’s Shelter, for their ‘It’s Time You Spoke’ anti-abuse campaign, is passing out beauty kits with messages encouraging abuse victims to seek help.The cover of the ‘City of Hope’ beauty kits are plain black. Inside, covering twelve eye-shadow and two blush covers are sixteen “if” messages, i.e.; “If dragged across the floor”, “If punched in the face”, “If burnt with an iron.” On the brush applicator is the answer for what to do in those situations, “Don’t cover up injustice. Speak. 050 6516511 [phone number]. City of Hope” Victims of domestic abuse often try to cover their bruises, burns and scratches with make-up, so I think the JWT and UAE agencies ‘It’s Time You Spoke’ campaign for the City of Hope, Dubai’s only women’s shelter, is an exceptional idea. Advertising credits for this well done domestic violence campaign go to Chafic Haddad, creative director; DV Hari Krishna, Dough MacKay and Rami Abu Ghazeleh, copywriters; Kedar Damle, Arnoldfelix Fabella and Tarek Samaan, art directors; and Rawida Saade. We had to reach our audience in an interesting and arresting manner. We distributed a different kind of beauty kit to women in shopping malls, especially when they are at cosmetics/beauty product stores or shops that cater exclusively to them. We hope that this solution will be adopted also by other cosmetic industries. It’s a good idea to help victims of domestic violence. Our compliments to Dubai JWT creative staff!
