Violence against women is a known issue, but one that is easily overlooked because both the crime and victims usually remain behind closed doors. It’s a dark subject that nobody likes to talk about. Yet, this same violence surrounds us in pop culture everyday and often laughed at. Our campaign exposes this and uses it to provoke the conversation to help generate awareness for the cause – with zero media budget.

People agree that violence against women is a terrible issue. However, it’s not seen as an openly discussed issue because it’s typically an offense committed out of the public eye. We uncovered a different reality.

The insight: Violence against women isn’t an issue when it’s disguised as entertainment.

We needed to open peoples’ eyes to this terrible reality. By accepting it, we all became complacent and made the unacceptable acceptable.

The idea: Expose the commonplace violence against women that is prevalent in pop culture by taking it out of its entertainment context and using it to provoke conversation.