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Ambient
AEFI: Green
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Traditionally, flowers are often used (and advertised) in a "romantic"way, Y&R Madrid and AEFI (the Spanish Association of Florists) turned things upside down showing the misuse of their products. Spain has one of the highest rates of violence against women. In 2017, 44 women were murdered by a current or former spouse or partner. So, AEFI made the statement: their flowers are not meant to say sorry the kind of sorry that comes from abusers. Bouquets are not meant to hide evil and harmful acts of abuse, physical or emotional. They're not meant to be used to manipulate victims to obtain their forgiveness because abuse should never be forgiven.
The campaign “Sorry” features five images that show a dramatic contrast between the beauty of magnificent bouquets and the beaten and/or depressed faces of five different women. Each image features a woman alongside her story of domestic violence. “Sorry” is a campaign meant to be a punch in the face of abuse.
Photographer Assistant: Gabriel de la Morena Related |
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