A strong and clear message

Context
The Municipality of Reggio Emilia has requested our support in communicating the newly established presence of centers for abusive men in the area. The challenge was to convey a message that was clear both to the recipients and to those close to them, such as friends and family, and that did not fall into the stereotype of the violent man as being “ill”.

Process
We facilitated a workshop with various local organizations dealing with male violence against women to identify a common vision on how to change the narrative on the issue and reach as many recipients as possible, highlighting the cultural roots of the problem. With the outputs produced, we sparked a creative discussion that distanced itself from didactic images, working on a copy that was both simple and direct, and on a very simple visual that, thanks to colors, facilitated the two levels of message reading.

Solution
A coordinated communication, drawing inspiration from common and dangerous behaviors, invites viewers to reflect on how we often tend to overlook actions that are already inherently violent, even if subtle. We worked on a multi-subject approach that allowed us to broaden the perspective on many aspects of daily life, aiming to strike a chord and reach as many people as possible. The campaign was launched on November 25th.