Rude to say this is beautiful but this is one the best visualizations of the term Vicious Cycle of Violence. It is from the AWARE (Association of Women for Action and Research) in Singapore.
As Wikipedia describes:
The term cycle of violence refers to repeated and dangerous acts of violence as a cyclical pattern, associated with high emotions and doctrines of retribution or revenge. The pattern, or cycle, repeats and can happen many times during a relationship. Each phase may last a different length of time and over time the level of violence may increase.
It often refers to violent behavior learned as a child and then repeated as an adult, therefore continuing on in a perceived cycle.
It is one the most important chapters in the cause marketing book: looking for a sustainable solution. That is what Aware is trying. Breaking the chain. Or even better:
“If it happens once, it could happen again.
Stop the cycle before it start.”
Two more great campaign items below supplemented with 6 other campaigns from our archive based on the same theme: The Vicious Cycle.
One of the commenters at Ads of the World referred me to this campaign video from Alerj (2010).
Timeline is the name of the video. It shows a father beating his son and the consequences of this act.
The making of:
NAPCAN, Australia’s National Association for the Prevention of Child Abuse and Neglect, came with this thought-provoking television/cinema campaign in 2006: “Children See, Children Do”.
Also from 2006. The national campaign in France from Fédération Nationale Solidarité Femmes. Made for November 25, the international day about violence against women.
The theme is about the consequences of a violent environment on children.
Un homme qui maltraite sa femme, apprend la violence à ses enfants.
En France, quatre millions d’enfants sont témoins de violences conjugales.
A man who maltreats his wife, learns violence to his children.
In France, four million children are confrontated with domestic violence.
A public awareness campaign from The Family Place of Dallas, TX, targeted area bus panels and interiors. In the organization’s language, the campaign features “children and thought-provoking headlines to help the community realize that children who live in violent homes grow up to be victims and abusers.” The campaign has captured national attention, in large part due to criticism from Glenn Sacks, who blogs for the Massachusetts-based Fathers & Families nonprofit advocacy group.
Video from Pablo Olmos Arrayales showing a father and his son speaking about domestic violence. No violence is seen but this minute of images and words explode right into your face. Very well done.
Original post (2008).
Campaign about abuse from Albuquerque, New Mexico, USA. Esparza Advertising made this campaign for the Family Advocacy Center (FAC).
No complex interactive storylines or messages. Just “abuse is a never ending cycle – unless you choose to break it”.
Original post (2011).
AWARE (Association of Women for Action and Research)
Chief Creative Officers: Dominic Stallard, Clinton Manson
Copywriter: Mihir Dhairyawan
Art Director: Mandar Wairkar
Producer: Michael Kan
Agency Producer: Jasmine Tan
Fashion Stylist: Rucha Wairkar
Photographer: Sebastian Siah
Make-up: Camille Dievart
Hairstylists: Hui Min, Manisa Tan
Ads of The World