Women's Aid Valentine's Day Campaign 2006
On Valentine's Day 2006 Women's Aid launched a public awareness campaign to highlight the fact that for over half a million women, Valentine's Day is a day like any other, a day where they will live in fear of a violent partner.
The campaign was created by Grey London, and featured print, outdoor and radio advertisements.
Women's Aid highlighted Valentine's Day as the focus for the campaign because one of the features of abusive relationships is that they often begin with what may at first be seen by a woman as a flattering display of romantic love, but along with the chocolates and flowers can come the first danger signs of unreasonable jealousy and possessiveness. In many abusive relationships this 'love' becomes violent and controlling - a pattern of physical, emotional, sexual and verbal abuse that often escalates over time.
The print and outdoor advertisements use traditional romantic images often associated with Valentine's Day but with a shocking twist.
The second advert showed a Valentine's message board but rather than messages of love and endearment they are vicious hateful messages including, 'Joanna, I love picking you up in my arms then smashing you against the wall. Dave'.
The radio ads turned the idea of love on its head with a male voiceover describing a sinister message for his loved one.
Play radio advert 1
Play radio advert 2
Nicola Harwin CBE, Chief Executive of Women's Aid said:
"For many women this year Valentine's Day will be the same as any other day, living in fear of a violent partner or ex-partner. Abusive relationships usually do not begin with violence, but often with gifts, flowers and romance. This then deteriorates into a pattern of abusive and controlling behaviour which often increases in severity over time. Women's Aid believes that love, and relationships, should be based on equality and respect, not violence and abuse, and the Valentine's Day campaign aims to raise public awareness of domestic violence, and of the need for everyone to ACT now to put a stop to it. That is to - Admit that it's a problem, Call it by its name - domestic violence, and Talk to someone about it."
Download an image of the poster campaign
Download the national newspaper advert
