Womankind posters parody fashion ads to discuss violence

Rainey Kelly Campbell Roalfe/Y&R is to unveil a multimedia campaign for Womankind Worldwide, the domestic violence charity.

The campaign will coincide with the international White Ribbon Campaign, launching next month. It draws attention to the statistics of violence against women in the UK.

The campaign consists of print work, a special tactical poster site, ambient media and radio.

The three print executions play on the conventions of beauty and perfume advertising. However, the product names are "Rape", "Domestic Violence" and "Die".

Media planning and placement is through Walker Media. Press ads will run in women's style magazines and as posters in community sites.

The campaign was written and art directed by Mike Boles and Jerry Hollens.

It was shot by the fashion photographers Christopher Lane, Nick Clements and Pablo Alfaro.

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