Women’s Aid: advert-body-2 by WCRS
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To mark International Women’s Day 2017, anti-domestic violence charity Women’s Aid partnered with newspapers The i and The London Evening Standard to create “Mind Games” that reveal the hidden signs of domestic abuse.
On Tuesday 7March, the crossword in The i and the word search in The Evening Standard was taken over by Women’s Aid. The games look and work like any other newspaper puzzle, with one key difference: the answers are words relating to coercive control, defined as patterns of psychological and emotional abuse. On the following day, International Women’s Day, the answers and explanations to the crossword clues will be revealed.
The campaign aims to show that although emotional abuse is harder to spot than physical violence, it’s still a crime and can have a devastating effect on women’s lives.
Credits
Executive creative director: Ross Neil
Creative: Chris Da Roza, Rosanna Walker
Media agency: MHO
Media owners: The i, London Evening Standard
WCRS account handling: Torie Wilkinson, Lucy Nebel, Louis Lunts
MHP account handling: Deborah Villiers, Alice Carter, Emily Canessa Davies
Planning: Stuart Williams
Designer: Russell Maher
Production company: Trailer Park