AWHL: The Inescapable House
Home is supposed to be safe, but for victims of domestic abuse, it’s the most terrifying place to be. In fact, one in four women have experienced domestic abuse at some point in their life. The issue has become so prevalent that calls to the Assaulted Women’s Helpline have increased by 86 percent in the last few years.
To demonstrate just how difficult it is for victims to leave their abusers, we created the Inescapable House. The stunt was filmed in a Toronto neighborhood showcasing an open house completely sealed off with covered windows, no door handles and zero escape routes. As passersby exit the house, they come across a lawn sign that reads: ‘You escaped the house. Women in abusive relationships can’t say the same.’ The campaign’s OOH and social posts carried the same message.
We created maze-like blueprints to evoke the feeling of being trapped inside a home. Object photography captured within the house reveals the shocking truth about living with an abuser.
The campaign garnered more than 3.58 million impressions and was featured on many media channels, including the CBC, the Daily Guardian, the Toronto Star and Yahoo! Finance.”
Home is supposed to be safe, but for victims of domestic abuse, it’s the most terrifying place to be. In fact, one in four women have experienced domestic abuse at some point in their life. The issue has become so prevalent that calls to the Assaulted Women’s Helpline have increased by 86 percent in the last few years.
To demonstrate just how difficult it is for victims to leave their abusers, we created the Inescapable House. The stunt was filmed in a Toronto neighborhood showcasing an open house completely sealed off with covered windows, no door handles and zero escape routes. As passersby exit the house, they come across a lawn sign that reads: ‘You escaped the house. Women in abusive relationships can’t say the same.’ The campaign’s OOH and social posts carried the same message.
We created maze-like blueprints to evoke the feeling of being trapped inside a home. Object photography captured within the house reveals the shocking truth about living with an abuser.
The campaign garnered more than 3.58 million impressions and was featured on many media channels, including the CBC, the Daily Guardian, the Toronto Star and Yahoo! Finance.”
AGENCY
G&G Advertising
CLIENT
Assaulted Women’s Helpline
YEAR
2023
FEATURED IN
Strategy Online
Campaign Canada
Newswire.ca
CBC
CTV News
City TV
The Toronto Star
The Daily Guardian
Yahoo! Finance
G&G Advertising
CLIENT
Assaulted Women’s Helpline
YEAR
2023
FEATURED IN
Strategy Online
Campaign Canada
Newswire.ca
CBC
CTV News
City TV
The Toronto Star
The Daily Guardian
Yahoo! Finance
ROLE
Graphic Designer
IN COLLABORATION WITH
Becky May, Graeme Campbell - ACD
Kimberly Monitto - COPYWRITER
Larissa Visentin - ART DIRECTOR
Natalie Armata, Alanna Nathanson - CD
Ruth Eddolls, Rob Tunnicliff - PRODUCERS
Brave Productions - PRODUCTION COMPANY
AWARDS
Communication Arts: Award of Excellence, Advertising (Integrated Campaign)
Graphic Designer
IN COLLABORATION WITH
Becky May, Graeme Campbell - ACD
Kimberly Monitto - COPYWRITER
Larissa Visentin - ART DIRECTOR
Natalie Armata, Alanna Nathanson - CD
Ruth Eddolls, Rob Tunnicliff - PRODUCERS
Brave Productions - PRODUCTION COMPANY
AWARDS
Communication Arts: Award of Excellence, Advertising (Integrated Campaign)
