Rape red and booze brown: The colour of domestic violence according to France’s bruising new ad campaign
14:30 GMT, 15 November 2012
France's women’s rights organisation Ni Putes Ni Soumises (NPNS) is pushing to raise awareness of domestic violence with a brutal new campaign.
Ahead of the International Day for the Elimination of Violence against Women on
November 25th the group has created a selection of print ads intended to provoke.
Simple yet shocking, the anti-violence campaign features close-up pictures of heavily bruised skin accompanied by captions featuring 'colour palette' names including Booze Brown, Rape Red and Grave Green.
Brand agency BETC has created a campaign for French women's rights organisation Ni Putes Ni Soumises to raise awareness about domestic violence
At first glance the images appear to be abstract fine art
photographs, captioned as if they were on display in a gallery.
But closer reading reveals an important message as each one of them tells a story of domestic violence referencing the role played by alcohol and as well as the fact that domestic abuse can involve rape or death.
The print ads feature close-ups of bruises captioned as if art works
In 2011, 122 women died as a result of domestic violence in France.
NPNS (which translated means Neither Whores Nor Submissives) was founded in France in 2002.
The campaign, titled 'Bruises', is the brainchild of brand agency BTEC Paris, who are a long-time partner and supporter of NPNS and created the campaign for free as part of pro bono work.
Closer reading reveals that the captions refer to the role played by alcohol in domestic abuse as well as the fact that it can involve rape or even death