Brief Explanation

In their state of shock and depression, they are often confused and lost. Every step they take is like traversing through a maze. The idea of the advertisements was to reflect the victim’s state of mind as well as to plant the thought of the victim’s plight in the minds of people who see these advertisements. It is also to create awareness in Singapore where Singaporeans, being Asian, are often unwilling to step forward for help due to traditional upbringing of not washing one’s dirty linen in public. Victims often suffer in silence with no reprieve, help and direction.

The Brief

The client wants the communication to reflect the psyche of the victims of domestic violence. This was meant to show that PAVe understands what the victims go through, in order to establish an understanding and connection, and hopefully that will encourage more victims to come forward for help and counselling. This is also used to educate the public on the victims’ ordeal and predicament.

How the final design was conceived

To truly resonate the lives and minds of victims, a set of alphabet and typographic lexicon was designed specifically for PAVe, Centre for Promoting Alternatives to Violence. It is used in the creation of a maze showing the pain and confusion victims of domestic abuse had to bear, how they are helplessly lost in the “maze” and how PAVe is always there, ready to extend a helping hand.

Indication of how successful the outcome was in the market

The advertisements were located strategically in housing estates where more low-income households are found. From statistics and records provided, areas with reported cases of domestic violence were also targeted. During the season of the advertising campaign, there was more walk-in cases at PAVe.