Edson Athayde
CEO & CCO at FCB Lisbon
Lisboa, Portugal
Campaign Excuses
Advertiser Associação Portuguesa de Apoio à Vítima
Brand APAV – Portuguese Association for Victim Support
Date of First Broadcast/Publication
Business Sector Anti-Domestic Violence, Sexual Abuse
Story “I fell down the stairs” or “It was the door again”. Most women who suffer domestic abuse use this type of excuses to hide the aggressions. These are not just excuses, they’re cries for help that we all should pay atention to. To raise awareness about this situation, FCB Lisbon came up with ads with an almost surreal feel, where houses are built from stairs and doors, showing how a house would actually have to look like to make all these excuses true.
Philosophy For most women, the excuses are always the same. Report the real aggressor. Report domestic violence.
Problem Domestic violence
Media Type Print
Art Director
Creative Director
3D Studio
Post Production
Account Director

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