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Vodafone Ireland Foundation: Real Beauty
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As part of Vodafone Ireland Foundation’s campaign, in partnership with Women’s Aid, creative agency JWT Folk created a series of seemingly normal print adverts to highlight the signs of domestic abuse that can be hidden in plain sight in our society. In order to alert the general public to the worrying statistic that one in five women in Ireland are victims of domestic abuse, JWT Folk strategically placed a series of adverts with hidden coercive control messages in the Sunday Independent and The Sunday Times newspapers. The adverts put the readers in the shoes of a domestic abuse victim so they could feel the impact that coercive control abusers inflict day to day.
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