Folk Wunderman Thompson Create Powerful Campaign Highlighting Domestic Abuse
January 8, 2021
Vodafone Ireland Foundation, in partnership with Women’s Aid, has launched a powerful new press campaign that was created by Dublin based creative agency Folk Wunderman Thompson.
The campaign portrays the scale of silence endured by victims of domestic abuse, in particular behind the mask of COVID-19. 1 in 4 women in Ireland who have been in a relationship have been abused by a current or former partner. During lockdown, Women’s Aid have responded to a 43% increase in calls from women suffering domestic abuse.
The powerful campaign image focusses on the face mask, a symbol that has become synonymous with the COVID-19 pandemic, which has been morphed with a hand to portray that domestic abuse victims have been silenced more than ever this year. The visual gives viewers an opportunity to comprehend how the impact of the lockdowns, isolation and social distancing have not only created environments for domestic abuse to thrive, but have also hidden victims even more as they’re compelled to wear face masks in line with public guidance.