AgencyMiles Calcraft Briginshaw Duffy
ExposureUnited Kingdom and Europe
The Metropolitan Police estimates that in London, domestic violence accounts for one in four murders and at Christmas the number of reported incidences reaches a peak. Miles Calcraft Briginshaw Duffy has developed a print campaign aimed at reducing domestic violence in London by dispelling myths abusers believe exempt or protect them from prosecution. Each execution comes in two parts: one ad featuring a fictional belief and a second that corrects it. In one a headshot of a man is shown looking nonchalant and indifferent. In the corresponding ad, the picture pans out to reveal that he is in fact in a police cell. Another execution addresses gay relationships and the myth that domestic violence law only applies to straight relationships.