How to create awareness of the fact that domestic abuse happens, without everyone noticing.

To promote the launch of our website we created awareness using a global form of art commonly used to express love: graffiti. Giant stickers using the phrases “Ana te amo / Ana I love You” and “María te amo / Maria I love You” were strategically placed as interventions in places of high pedestrian traffic. Approaching the graffiti uncovered the reality behind the expressions of affection: the letters were composed of an endlessly repeated phrase: “I hit you”. The other one hid the message “I insult you”. Below the messages, onlookers could make sense of the disturbing graffiti, from a small sign that read: “Abuse is hidden”.

In the first weeks after the campaign launch, the website received 23,000 visits. 1,900 people requested help directly.