Cigarette burn cream. Sunglasses cry all night. Jealous-rage bandages. An armband not to talk.
You'll find such "gift ideas" in The Broken Bride Registry, an extremely powerful Canadian campaign to raise awareness about domestic violence. the biggest form of violence against women in the country.
Each product corresponds to a real story of abuse. For example, the bandages symbolize the struggle of a woman stabbed by her husband just before Christmas, while the Locked-Fridge Protein Bar protein bars represent the hunger and shame suffered by another woman when his wife lashes him out. forced to go without food for days.
Although they are not actually for sale, the items were presented at the Canada Bridal Show last month in Toronto, serving as props for an interactive experience developed by Union for Interval House , a center for women and children victims of violence.
"Frankly, we did not think that a bridal show would accept this idea, so we were delighted when one of the largest and best known in the country agreed to offer us a booth." , said Creative Director of the Union, Rica Eckersley.
"There was definitely an element of shock and many people reacted with a lot of emotion," she recalls "One woman said that her sister had escaped an abusive relationship.A man recounted his experience of abuse by saying that it was the first time that he was able to talk about this experience. Another woman cried openly, saying that these stories reminded her of the history of abuse in her family, while her grandfather had abused her grandmother for years. "
During the three days of the series, the employees of Interval House were pr sents. on the stand to bring comfort and advice.
"At the shelter, we notice that women will come to us after such important moments as marriage, the birth of a child or vacation," says Rachel Ramkaran, communication advisor for Interval House. "These milestones can be moments of emotional and financial stress, and the aggressors will be unleashed under pressure. We see an increase in calls to our crisis line during these times.
You can see the articles and dive deeply into the stories of six abused women on the campaign's website, which also seeks to generate donations. Couples are encouraged to add donations to the non-profit association in their marriage registry.
"The more we talk about this subject," says Eckersley, "the more likely it is that women will ask for help and live without being touched. abuse. "
Agency: Union, Toronto
Executive Vice President and General Manager: Catherine Marcolin
Creative Director: Lance Martin
Rica Eckersley, Adam Thur
Artistic Director: Adam Thur
Copywriter: Rica Eckersley
Account Director: Kristine Lafreniere
Account Manager: Beatrice Dauphinais-Bourque
Strategist: Maxine Thomas
] Vice President, Integrated Production: Jennifer Dark
BROKEN BRIDE ONLINE VIDEO
Production Company: HeydSaffer
Director: Kat Webber
Executive Director: Kevin Saffer
Line Producer: Sarah Kravetz
A ssistant Production – Matt Raitt
Sound Recordist – Ty Bertand
2nd Camera Operator – Pierce Desrochers-O & Sullivan
Editor: Jackie Roda
Post Production: Married to the Giants
Artist Online: Sean Douglas, Wingman VFX
Colourist: Andrew Ross, SIM
Sound Creation / Music:
Audio Studio: Berkeley Music
Audio Director : Jared Kuemper