ABOUT

The campaign for the 24/7 Emergency Room of the Hamburg Women's Shelters was created to address the urgent need for women in Germany, especially those from culturally diverse backgrounds, to access critical domestic violence support services. With nearly 600 women becoming victims of domestic violence daily in Germany, awareness gaps remain, particularly among immigrant and refugee women unfamiliar with women's shelters in their home countries.

The creative idea behind the campaign is groundbreaking in its ability to cross traditional boundaries by using a romance novel to communicate vital information about women's shelters.

The solution came from an unusual medium: romance novels. Often dismissed as a cliché, romance novels are one of the few print formats consumed almost exclusively by women across cultures. Precisely because of their familiarity and perceived harmlessness, they offered a discreet and effective platform to deliver vital information.

The audience includes women from 11 of the most common ethnic groups in Germany, each with distinct cultural backgrounds. By analyzing the style of romance novels—nearly exclusively read by women—the campaign used AI to craft a culturally tailored novel for each group, ensuring accessibility and safety. This format was chosen because many victims have limited freedom to access traditional help due to the risk of being caught by abusers.

With domestic violence rates remaining high and the need for discreet communication is now more urgent than ever. By embedding vital shelter information within a romance novel, the design minimizes suspicion, allowing women to access support without fear of detection. This innovative approach combines cultural sensitivity, AI technology, and an understanding of the unique challenges faced by women from diverse backgrounds in Germany.