Centro d'Ascolto Uomini Maltrattanti
Helpline for violent men
Helpline for violent men
This campaign was geared towards men who needed help in controlling their violence in the home. The problem was trying to attract the attention of those men and entice them to make that decision to call, not wait for their partners to cry out for help.
I didn't want to use the "obvious" choice of image of violence, but rather try to capture the psychological state of someone who has made that decision to call - those few seconds before dialing that number. If one has chosen to call, he obviously has realized that he has a problem. (The first step to recovery is admitting you have a problem). The result was almost a peaceful state of mind - a much stronger and more convincing image. The headline "I am violent" also reinforced the idea of admittance and gave the viewer the idea that it's ok to admit this, that there are others like him, and that there is something you could do about it.
I didn't want to use the "obvious" choice of image of violence, but rather try to capture the psychological state of someone who has made that decision to call - those few seconds before dialing that number. If one has chosen to call, he obviously has realized that he has a problem. (The first step to recovery is admitting you have a problem). The result was almost a peaceful state of mind - a much stronger and more convincing image. The headline "I am violent" also reinforced the idea of admittance and gave the viewer the idea that it's ok to admit this, that there are others like him, and that there is something you could do about it.
This was the second poster of the series. The client wanted the addition of "partner" in the headline. ("I am a violent partner") I don't think it is as strong as the original "I am violent", but hey, the client is always right! :-)
Cover of self-help booklet
2 page spread "Self-Help Booklet"
2 page spread "Self-Help Booklet"
Tri-fold brochure for the center and for other institutions. (Art Director: Lisa Delle Cave)
Tri-fold brochure geared toward social workers. (Art Director: Lisa Delle Cave)
