Psychological abuse towards women often goes unnoticed to the majority of the population. Facing this reality, we wanted to make society aware of the problem. To do so, we made them live it firsthand.
We sent a link that trapped people on their own web-browsers, being obligated to “accept” a series of abusive messages to try to get out of this situation. After accepting a series of vexatious messages —all of them based on victims’ real statements—, the user was redirected to a landing page in which we associated the feeling of frustration and abuse the user was suffering to the one abused women feel.
To spread our link throughout the web we sent it masked in a typical viral message: “Thousands have already lived it. Don’t miss it out!” Every person reached could share it on Facebook, Twitter, or by email with a simple tap or click. Also, it went viral through WhatsApp and SMS.
Art Director / Designer
El Sol: 1 Bronze
LAUS: 1 Bronze