Abusive Billboard

I’m not a massive fan of the advertising world’s “Chip Shop Awards“, although they’re certainly good for making you think.

One particular case in point is the advert in the image below…

Abusive New Zealand Billboard

The text from the advertising agency is :

The Brief : Every year, New Zealand police deal with over 70,000 cases of abuse. But many more cases go unreported. We want to raise awareness for Women’s Refuge, and decrease the number of unreported cases of domestic abuse in New Zealand.

The Solution : Our idea is to create a completely unbranded billboard that makes women feel as though they are being verbally abused while driving. The success of this idea relies on the number of complaints it receives from the public. We then follow it up with a reveal, showing people that while they’re quick to respond to a billboard, they stay silent when the same thing is happening in homes all over the country. We provide a call to action for women to speak up against abuse by calling Women’s Refuge

To me, that’s genius. Love it.