TitleBruised Fruit
BriefDuring the pandemic, domestic violence increased by 30% but calls to Interval House Women’s Shelter went down. Why? Because while locked down with their abusers, women had no way to get the crucial information they needed to get help.So we hid lifesaving information in one of the only places these women could get away from their abusers during the pandemic: the grocery store.We created a display filled with bruised apples and placed it in the produce section. On each apple, we added produce stickers with information about abuse and the Interval House Crisis Line. Leveraging something as everyday as the produce sticker allowed us to place this life-saving information somewhere that could be discovered, and held onto, without being detected by abusers.Recognizing that some people had pivoted to ordering groceries online, we also discreetly added bruised apples to grocery delivery orders, mixing them among other produce.
Agency
Campaign Bruised Fruit
Advertiser Interval House
Brand Interval

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PostedNovember 2022
Business SectorSubscribers Only
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