POWA provides therapeutic service to women who have suffered all forms of abuse. The POWA Women’s Writing Competition is an initiative using writing as a means to emotional healing.

Our campaign idea is that by becoming the writer you take back control. In the spots, the listener is exposed to typical verbal abuse. However, each ends with a woman saying: ‘he said.’ We realize the abusive voice is in the writer’s head. These executions demonstrate how by fighting back with words the writer regains control – a critical step in emotional healing.