Designed to educate women to stand against physical abuse the very first time it happens, the ‘Stop the cycle’ campaign encourages women to seek help and advice from AWARE so that abuse can be nipped in the bud.
This campaign, developed by Lowe Singapore, is based on a simple insight that usually, when women encounter abuse for the first time, they think it is momentary and brush it aside. But more often than not, this might just the start of an on-going suffering.
The print campaign shows a woman's pitiful future lined up behind her present when she's being abused the first time. The campaign will be implemented across multiple physical and digital touch-points in the coming days.
“We are very pleased to have Lowe Singapore as our communications partner on such an important cause. The work is highly relevant in our society today, and addresses a very pertinent issue that affects all of us. We hope that with this initiative, not only do women come forward to seek assistance but that it also creates awareness of this problem for the rest of our society,” says AWARE’s executive director, Corinna Lim.
Saying that the agency is proud to have this opportunity to work with a meaningful organisation like AWARE on such an important cause, Dominic Stallard, Lowe Singapore’s chief creative officer added, "We are glad to play our part, along with AWARE, in helping the Singaporean women battle this societal issue.”