Brief Explanation

The client wanted a movement that would reach wider groups of people to raise awareness that domestic violence can happen to anyone. We used Facebook to show that a victim or abuser could be someone you know. Two fictional profiles were created (one female = victim, and the other male = aggressor) to appeal to male and female Facebook users. They were then sent out to users as a Friend Suggestion. At first, these “friends” seemed normal. Upon a closer look, hints of personal issues became apparent. Their true identities were revealed at the end, with an invitation to join the WAO Facebook Group.