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The most dangerous time for a woman in abusive relationship is when she starts to gain independence. We wanted to empower her, without letting th… Read More
The most dangerous time for a woman in abusive relationship is when she starts to gain independence. We wanted to empower her, without letting the abuser know, by disguising the information in a format that only women would read. TEAM: CW Taryn AD Michelle, Alexa CD Mariana Read Less
Published:
The most dangerous time for a woman in an abusive relationship, is ironically, when she decides to leave.
 
So how does POWA get information to these women? 
Friends and neighbours don't want to get involved. There's embarrassment and self-blame when a woman admits it's happening. And on top of it, it's very dangerous.

So, we partnered with Nine West to create this brochure as a way to pass information onto those women, without the men knowing that she was getting help and becoming empowered.
Overview
Page 1: On the front cover the brochure appeared to look like an ordinary Nine West shoe brochure.
Page 2: Inside we displayed Nine West's latest shoe collection. On a closer look, something only women would  do, they would realise the copy did not speak about shoes.
Page 3: As women kept reading they would realise this was a guide to help abused women  think about their options, and the information they needed to become more empowered.
Back: The brochure could be kept safely at home without the abuser becoming suspicious. Or it could be passed onto neighbours, friends and family who needed help.

It helped break the stereotype that abuse doesn't happen to ordinary, "successful" women - allowing the conversation to become a little easier.