Fashion is not something that exists in dresses only… Fashion has to do with ideas, the way we live, what is happening
Domestic Violence remains a tragic problem that occurs in every corner of the world. In fact, one out of three women has been abused one way or another during her lifetime. Domestic violence is an issue I am passionate about especially as it is a problem which cuts across race, age, culture, religion and education. It remains a problem that is not only of economic or human rights importance but most importantly of health.
Domestic violence is such a disconcerting issue, that it begs for something radical, something unusual… something attention-grabbing. I believe fashion can and definitely does that. Fashion and all its nuances are forever pushing boundaries and challenging the way we view things. Amnesty International’s ad campaign brings that something unusual into its campaign. It creates a strong visual using a play on words to pass across the message that domestic violence still happens.
If to an observer, the ad seems disturbing thus making one pause and want to take action, then I believe it has done its job quite well. And this I think should be the main goal in public health awareness. Even fashion designers/ the fashion industry can take a cue from this. Maybe designs, creations and collections don’t have to be disturbing per se but the thought behind it, the finished product, should make one pause for a second. I think that ‘pause’ stays with you and is what is important.
Fashion isn’t only about pretty dresses. It can reflect events that happen around us every day, it is “what is happening”, it is “the way we live”- at least it should be. Fashion can thus address and be inspired by domestic violence and not only issues like AIDS, breast cancer, heart disease etc. Fashion can be used as a tool for domestic violence public awareness and serve as a wakeup call to action.
Essentially, I think the ad doesn’t just announce that domestic violence still exists, but rather, it uses the imagery to awaken you to the possibility that you just might be a part of the audience; an audience that looks on without necessarily taking action, or acknowledging the problem.
Amnesty’s responsibility goes beyond addressing domestic violence; it encompasses human rights protection around the world. Whether directly or indirectly, issues involving human rights violation have an effect on health and this is how Amnesty finds its way into Leciellarue. Issues like forced expulsions that still occur in countries around the world are also addressed in Amnesty’s ‘fashionable’ ad campaign.
Check out amnesty in your country.
Image Credit: www.amnesty.fr
Advertising Agency: TBWA/Paris, France
Creative Directors: Eric Holden, Rémi Noel
Art Director: Mohamed Bareche