Developed by Saatchi & Saatchi Singapore, the initial stage of the campaign has seen print ads lining more than 100 bus shelters. The ads will also turn up as 'Zocards' a free postcard and advertising medium, which is distributed at more than 400 venues. The postcards will highlight three cases of violence against women.
By February, the ads will be also be placed in popular women's magazines, including Cleo and Elle.
The first two print executions address the issues of marital rape and date rape; one showing a picture of a wedding ring with the copy reading, 'Some Singaporeans are getting away with rape thanks to a loophole'. The second has a picture of a bouquet of roses with the thorns puncturing the wrapping, pushing the line 'Date rape: Don't let it hurt you'.
The third initiative highlights the theme of incest and uses posters that read, 'It's safer for some kids to sleep here than in their own homes', accompanied by a life-size sticker of a girl curled up on the floor.
"The bus shelters that target incest are so simple yet so heart-rending," said Braema Mathi, an active member of Aware and a nominated MP.
This campaign marks the third year that Saatchis has worked with Aware. "This year, we chose three key themes to work with, and worked hard with Aware to create media opportunities which ensured we got the message to the appropriate audience," said Simone Bartley, CEO, Saatchis Singapore.
Aware opts for hard-hitting message
The Association of Women for Action and Research (Aware) has launched a hard-hitting campaign to raise awareness for women who are victims of violence.