Ad of the Day: Portuguese charity riffs on domestic abuse excuses with room made of stairs

The campaign conceptualises two surreal rooms

APAV, the Portuguese Association for Victim Support, has unveiled two mind-bending posters that draw attention to common excuses used by survivors of domestic abuse.

Created by FCB Lisbon, the poster campaign was borne out of information from the client that most abused women go to hospital with excuses that hide the violence. APAV highlighted two of the most popular phrases – ‘It was the door again’ and ‘I fell down the stairs’ and passed them to the agency.

FCB then conceptualised two surreal, uncanny rooms that would prove the women's excuses to be true. One is a room made entirely of stairs, while another is made entirely of doors.

Engraved into the walls are doors of each is the end line: ‘For most women, the excuses are always the same. Report the real aggressor. Report domestic violence.’

The campaign will run in local magazines and newspapers, while posters will also be posted at universities, hospitals and health centres.

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