According to the research made on gender-based domestic violence, the problem of abuse and domestic harassment remains strong in Finland. Social policy of Northen Europe, aimed to shape a gender-neutral individuals, doesn’t really take into account how family relationships usually works, unfortunately. Some experts blame the high repute of fatherhood in country, others say it’s immigration crisis that escalated the situation. To make people think about the issue, police and ads companies cooperate to launch an innovative campaign.

 

Violence is over, if you want it

The TBWA campaign, that was launched on Christmas holidays, is a reaction on everyday cases of domestic violence: in a hour after a call on 112 was received by the police, special posters appear on 15 boards around the location. Bus stops are typically used for such social ads. This ad stays for 48 hours after the incident; it is also illuminated at night for being observed from the long distances. “There have been domestic violence calls from this area within the past 48 hours. If you experience, witness or suspect domestic violence, call 112”, – is written there. After the campaign started, 7 occasions were registered in 2 weeks period.

"You Cannot Wipe Off Violence": Social Ads For Helsinki Neighborhoods

"You Cannot Wipe Off Violence": Social Ads For Helsinki Neighborhoods

"You Cannot Wipe Off Violence": Social Ads For Helsinki NeighborhoodsThe design idea has a bit horrifying effect: the poster shows a kitchen table, that looks normal on a daylight, but at night the signs of crime turn out suddenly. The holiday season is believed to be one of the “peaks” of domestic violence, and the statistic measures prove that. In spring, the campaign is going to make the second step after analyzing the results of possible changes. While serious crimes occurs seldom in Finland compared to the rest of the Europe, domestic violence is thing people not tend to share even with the police. It is considered to be an urgent problem of today: a lot people are afraid to complain about their family members’ aggression because of public opinions from colleagues, friends and even strangers! Old stereotypes about socially accepted behavior and family secrets remain being strong.

"You Cannot Wipe Off Violence": Social Ads For Helsinki Neighborhoods

Other countries’ experience

However, Finland is not the first with the initiative of anti-violence social ads. The video about domestic abuse of women was recorded in Great Britain last summer. The collection of everyday selfies that was made throughout the year of one young woman in Croatia has made a lot of media buzz in 2013. Different posters were presented in France, Portugal and Belgium as well. In Frankfurt, within the framework of charity project, puff-boxes with the сredit number and a picture of suffering woman were distributed to women on the streets. All the examples remind us not to keep silence when your human rights are humiliated, even if your partner is involved in it.

"You Cannot Wipe Off Violence": Social Ads For Helsinki Neighborhoods

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