APAV: Excuses

April 18, 2018Filed under Print and Public Interest, NGO
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“I fell down the stairs” or “It was the door again”. Most women who suffer domestic abuse use this type of excuses to hide the aggressions. These are not just excuses, they’re cries for help that we all should pay attention to. To raise awareness about this situation, FCB Lisbon came up with ads with an almost surreal feel, where houses are built from stairs and doors, showing how a house would actually have to look like to make all these excuses true.

“It was the door again”
For most women, the excuses are always the same. Report the real aggressor. Report domestic violence.

“I fell down the stairs” or “It was the door again”. Most women who suffer domestic abuse use this type of excuses to hide the aggressions. These are not just excuses, they’re cries for help that we all should pay attention to. To raise awareness about this situation, FCB Lisbon came up with ads with an almost surreal feel, where houses are built from stairs and doors, showing how a house would actually have to look like to make all these excuses true.

“I fell down the stairs”
For most women, the excuses are always the same. Report the real aggressor. Report domestic violence.

Advertising Agency:Fcb, Lisbon, Portugal
Creative Director:Edson Athayde
Art Director:Eduardo Pastor
Copywriter:Leo Gomez
3d:Mulungu
Postproduction:Whitelab
Account Director:Sónia Gonçalves
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