ABOUT

"Our brief from Women’s Aid was to make younger women (aged 18-30) aware of coercive control, a subtle form of domestic abuse that rarely gets talked about and that many women don’t realise they are experiencing by their partners.

Our solution was a print campaign which appeared in UK fashion magazines targeting young women.

In fashion campaigns, the model’s clothing is selected by stylists and the brands worn are name-checked. At first glance, the campaign looks like a typical fashion ad but a closer look reveals something sinister underneath; the format is subverted to show that the model has had everything selected for her by her partner.

These print ads ran in Grazia, Cosmopolitan and Fabulous magazines amongst others."